USG, a brand that ranked Gifted in Gartner L2’s Digital IQ Index: B2B Manufacturing, offers a good example of how distributor locator tools can and should work.
Its tool goes a step beyond a zip code lookup by offering ways for customers to search by distance, supplier type and product according to Gartner L2’s report on the topic. Additionally, the tool offers location and contact information alongside a dynamic map. The USG page clarifies intent in its title, Where to Buy, and the tool offers a number of different options that let buyers play.
Choosing a supplier acknowledges that two types of buyers may use USG.com — a DIY homeowner or a professional contractor—while the expanded choice offerings allow users to select what product they are looking for and from whom. The map and sidebar also offer both location data and relevant contact details for the preferred location. “Contact card” links in the sidebar also allow users to view USG products that are available at each specific location.
These can help ensure that the buyer stays on a path of purchase that plays to USG’s benefit.