Retail: Teardown Pack

Load this pack when the target sells through physical stores, alone or alongside online: chains, omnichannel retailers, and franchise retail. Growth here comes from opening the right stores, filling them, and linking online and in-store behavior through loyalty and local search.

Contents

• How to recognize it
• What drives growth here
• Signals to collect
• Going inside
• Rules that limit copying
• Plays that usually transfer
• Metrics to ask about

How to Recognize It

• A store locator with many locations and a page per store (/stores/<city>, /locations/<state>/<city>).
• "Buy online, pick up in store", store inventory checks, or "in stock at your store" on product pages.
• A loyalty program and a mobile app linked from the site.
• Job posts for store managers, district managers, and real estate or site selection roles.
• For franchises: a /franchise or "Own a franchise" page.
• teardown.mjs detect <domain> flags store locators and location page families.

What Drives Growth Here

• Store openings: new locations are the main growth lever, so the store count over time is the growth curve. Pace, regions, and formats (small format, outlet) matter.
• Same-store sales: growth in existing stores comes from traffic and basket size, driven by promotions, assortment, and loyalty.
• Local search: shoppers search "near me". Store pages, Google Business Profiles, and local inventory decide who gets the visit.
• Loyalty and the app: loyalty data drives personalized offers and repeat visits. App installs and loyalty sign-ups are key moves.
• Franchising: growth may be franchise sales, so the franchise recruitment funnel is a second marketing engine.

Signals to Collect

Going Inside

With approval, under the user's real identity:

• Loyalty sign-up: join with the dedicated inbox. Log the welcome offer, points rules, and the email and push cadence.
• App: install, screenshot onboarding, permission requests (location, notifications), and the first offer.
• Buy online, pick up in store: within budget, test the flow and the pickup experience.
• Store visit: if the user or their team visits in person, photograph public displays only where store policy allows. Note signage, QR codes, and loyalty prompts at checkout.
• Don't photograph staff or customers, and don't question store staff under false pretenses.

Rules That Limit Copying

• Pricing and promotions: "was" prices and sale claims must follow FTC guidance and state law on reference pricing. Check with counsel before copying claims.
• Loyalty and data: state privacy laws (CCPA and CPRA in California, and others) cover loyalty data and financial-incentive notices. Copy the program with the notices.
• SMS and app push: TCPA rules apply to marketing texts.
• Franchise sales: the FTC Franchise Rule requires a disclosure document, and some states require registration. A competitor's franchise marketing can't be copied without the same disclosures.
• Accessibility: US courts have applied the ADA to retail websites and apps, and accessibility lawsuits against retailers are common. Build to WCAG; check with counsel.

Plays That Usually Transfer

Metrics to Ask About

• Same-store sales growth: sales growth in stores open more than a year.
• Store traffic and conversion: visits per store and share of visits that buy.
• Average basket: spend per transaction.
• Loyalty penetration: share of sales from loyalty members.
• Online to store share: share of online orders picked up in store, and store visits driven by online.
• New store ramp: months for a new store to reach its target sales.
• Local search actions: calls, direction requests, and visits from Business Profiles per store.