The situation
Technosport sells online and through a retail network of different kinds of stores: its own exclusive brand outlets (EBOs), retailers, super-stockists and Technosport Express.
When someone nearby searches for activewear, they rarely see a website first. They see a map, a business profile, opening hours and star ratings — and every one of those stores needs its own.
Why it was hard
Different store types meant different owners, different access and different levels of control. Profiles needed claiming and verifying; duplicates crept in; details went out of date.
None of these is dramatic on its own. Together, they decide which store a nearby customer walks into — so consistency had to become a system, not a one-off fix.
What the work covered
Local discovery follows a chain: a store, its Google Business Profile, its place on the map, its reviews — and finally a customer. The work was keeping that chain intact for every location, and making the website’s store locator point people to the right one.
- Store
- Profile
- Map
- Review
- Customer
- 01
Access & verification
Getting profiles claimed, accessed and verified across store types — often the slowest part.
- 02
Optimisation
Accurate names, addresses, hours, categories and details on every profile.
- 03
Duplicates & issues
Finding duplicate listings and resolving profile problems so each store has one clear presence.
- 04
Store locator SEO
Retail-location pages on the website, so people searching for a store find the right one.
- 05
Coordination
Working with retailers and area sales managers to get store details and access right.
- 06
Tracking
A structured tracker of every location’s status, so nothing slipped between teams.
From work to a tool
Doing this across a whole retail network showed how much of it repeats: pulling location data, reporting, keeping on top of reviews.
That’s why one of my current experiments is a Google Business Profile tool that automates some of those workflows. It’s something I’m building to learn — not a finished product or a replacement for established tools.
For a retail brand, the map is the shop window. With many shops, every window needs looking after.
Many locations?
If your stores are hard to find on the map, or hard to keep consistent, I’d like to hear about it.