For decades, location, foot traffic and proximity to shopping centers were among the main assets of a retail operation. Being on a busy street, inside a shopping mall or near major areas of circulation helped determine a store’s ability to attract consumers. That scenario, however, has gained a new layer: before reaching the point of sale, consumers increasingly go through the internet.
Opening hours, photos, reviews, reputation and contact options are among the information shoppers check before visiting a store. As a result, tools that were long treated as marketing instruments have begun to have a direct impact on commercial operations. Google Business Profile and reputation platforms such as Reclame Aqui have become part of the consumer journey as points of contact between shoppers and retailers.
More than 70% of small businesses in Brazil still have gaps in managing their digital presence. Only 26% have an active Google Business Profile and, among those that use the tool, 25% say they update it rarely. This gap becomes more relevant when considering the behavior of consumers on the other side of the screen.
A survey conducted by Google in partnership with Sebrae shows that 46% of small businesses consider the visibility generated by the platform to be its main benefit. In retail, the figure reaches 51%. From the consumer perspective, 96% of people are more likely to visit a business when its opening hours are correctly listed online.
The quality of the information also affects business discovery. Companies with complete profiles receive seven times more clicks, while adding photos increases requests for directions on Google Maps by 42%, according to data shared by the company.
Consumers research before entering a store
The decision to visit a business also depends on trust. For Felipe Paniago, co-founder and CMO of Reclame Aqui, digital reputation has gained ground among the criteria consumers consider.
“Reliability has become one of the main decision-making factors. Every year, we see an increase in searches for terms such as ‘is it trustworthy’ or ‘is it good,’ while searches for price remain practically stable. Consumers want security before buying,” he says.
Online research is not limited to e-commerce. Consumers across different generations check digital information before visiting physical stores, although they use this data in different ways. Among younger shoppers, the journey may include reviews on social networks and specialized platforms. Older audiences may conduct less research, but they also turn to the internet before making a decision.
“Many people still believe that online reputation only impacts sales over the internet, but that is not true. Consumers arrive at the store already informed,” says Paniago.
The change creates a hybrid journey in which digital presence precedes the physical experience. The store remains the place where consumers can see products, interact with employees and complete a purchase, but part of the decision-making process takes place beforehand, during online research.
Artificial intelligence increases the importance of local information
The evolution of artificial intelligence tools is likely to further increase the importance of this data. Search tools already use reviews, comments and structured information to answer questions about businesses. According to Eitan Blanche, Google’s Head of Search Partnerships, tools such as AI Overviews, AI Mode and visual search are increasing the relevance of local information in business discovery.
“Artificial intelligence needs structured information to understand and recommend a business. That is why keeping photos, opening hours, contact channels and other information up to date is becoming essential,” he says.
For Paniago, artificial intelligence also reinforces the role of reputation platforms in the consumer research process.
“Today, if you type the name of any company into Google along with the words ‘trustworthy’ or ‘is it good,’ Reclame Aqui will always be mentioned.”
Reputation, therefore, does not depend solely on having reviews. The way a company responds to comments also influences the perception of people who are still considering a purchase. According to data shared by Google, 65% of consumers say they are more likely to choose companies that respond to the reviews they receive.
“A customer who complains still wants to keep buying. The one who doesn’t complain simply goes to the competitor and never comes back,” says Paniago.
The behavior of companies themselves has also changed. According to Reclame Aqui, more than 50% of new registration requests on the platform currently come from companies themselves. Previously, most registrations were created by consumers.
Digital presence requires ongoing management
Managing this new point of contact involves basic tasks that are still overlooked by some businesses. One of the problems is failing to update opening hours and photos. The lack of updates to this information is identified as the biggest management challenge by 13% of entrepreneurs.
Another issue is the difficulty of obtaining and managing reviews. Getting new reviews is reported as the main pain point in Brazil, while failing to respond to existing reviews can reduce consumer preference.
Communication channels are also part of this journey. Companies that do not enable direct-contact tools such as WhatsApp miss a preference that is already well established: 67% of people say they prefer to send a message to a company rather than make a phone call.
For retailers, this shift moves part of the competition for customers to a space that exists even before consumers enter the store. Local search, reputation and the quality of information available online are becoming part of the commercial operation itself, connecting what consumers find on their screens with the experience they will have at the point of sale.
