September 12, 2025
9
min read
5 Costly Mistakes Brands Make Without a Product Locator
Lost sales, wasted spend, and missed data—here are the mistakes brands make when shoppers can’t find their product, and how to avoid them.
Brands invest heavily in building awareness, yet many still stumble at the most critical step: connecting consumers to an actual point of purchase. Without a clear path to buy, even the best marketing can collapse into wasted spend and lost opportunities.
The problem isn’t demand. Shoppers are out there searching for your products every day. The problem is access. If they can’t find you instantly, they’ll switch to a competitor, leaving your brand to absorb the cost of campaigns that never convert.
In this article, we’ll explore five costly mistakes companies make when they don’t offer a product locator and how Grappos helps turn awareness into action, ensuring your marketing dollars translate into measurable sales.
Mistake 1: Losing sales because consumers can’t find your products
Brands spend millions building brand awareness through ads, influencer campaigns, social buzz, but if shoppers can’t find where to buy, those dollars vanish. Studies show that 70-80% of new CPG products fail in grocery stores and similar retail locations—likely because consumers don’t know the product is even there.
Without a product locator, consumers are forced to do the work themselves: Googling, calling stores, or abandoning the purchase entirely. Every extra step is friction, and in today’s attention economy, friction equals lost sales.
Today’s consumers don’t wait around
Shoppers expect instant answers. Whether they’re standing in an aisle with a smartphone or browsing Instagram at midnight, they expect to find answers immediately. If your brand can’t answer, another brand will.
And here’s the kicker: according to a January 2025 Capgemini report, 70% of consumers worldwide have switched brands simply because they enjoy experimenting. In other words, loyalty is fragile. If your product isn’t easy to find, they won’t hesitate to try a competitor.
That experimentation impulse is fueled by discovery: an EMARKETER and impact.com study found that seven in ten customers (69.3%) discover new products weekly. If your brand isn’t immediately available when curiosity strikes, you risk losing the sale (and perhaps the customer) for good.
How a product locator helps prevent lost sales
If consumers can’t find you, they’ll find someone else. A locator ensures that your marketing spend translates into actual sales rather than lost opportunities.
By giving consumers a direct path, you prevent frustration and capture the sale at the moment of intent. A product locator removes that friction instantly: customers type in a zip code and see nearby retailers where they can pick up the product when it’s convenient to them. Online options can also be integrated, redirecting to delivery services or e-commerce partners.
Mistake 2: Wasting marketing spend on campaigns without a clear buy path
Businesses invest billions in marketing campaigns every year, yet studies show that around 40% of that spend is completely wasted. Though ad fraud continues to be a concern, factors like poor targeting, bad strategy and optimization, and lack of integration all contribute to wasted ad dollars.
If your ads aren’t optimized, making it unclear where customers can buy, your investment stalls. A missing or weak “buy path” turns attention into awareness without action.
The ROI math that doesn’t add up
Every marketing dollar spent without a conversion path inflates your cost per acquisition (CPA). For example, if you’re spending $50K on a campaign but 70% of consumers can’t find your product, you’re effectively paying much more per sale than you should. Without attribution data (which a locator can provide), you can’t even prove what worked.
Example: The “dead-end” campaign
A mid-sized craft beverage brand launches a regional campaign with paid social and influencer shoutouts. Thousands engage, but the brand only points people to a homepage with a generic “available nationwide” statement. Consumers search retailers themselves and often come up empty-handed. Many choose a competitor beverage sitting cold in the fridge section.
Contrast that with brands using locators: interested shoppers type in a zip code, see the nearest grocery or convenience store, and complete the purchase. Engagement turns into measurable sales.
How a locator makes every dollar work harder
Marketing without a buy path is like filling a leaky bucket. A locator ensures your investment drives sales, measurable ROI, and actionable insights.
A product locator ties campaigns to conversions through:
- Seamless handoff: From ad or influencer link → directly into “Find near me.”
- Attribution clarity: Locator analytics show which campaigns drive product searches and purchases.
- Optimized spend: Insights reveal which markets respond best, so you can double down on high-performing regions.
Mistake 3: Missing out on demand data and market insights
In modern retail, data is leverage. A product locator can become a repository of insightful, actionable information that helps you learn more about your customers and their buying patterns. Without a product locator, you’re essentially blind to where consumers are looking for your products, what they want, and how often they search.
Discover hidden consumer trends with Grappos SearchTracker →
Why demand data matters more than ever
Every product search is a signal. When a shopper types in a zip code for your cold brew, wine, or wellness product, that’s proof of real consumer intent. Without a locator, those signals vanish.
Here’s what demand data from a locator can provide:
- Market expansion: Search data reveals untapped regions where demand is bubbling up.
- Retail negotiations: Buyers want evidence of consumer pull. A locator’s demand data shows proof of interest, giving you leverage for better shelf space.
- Marketing optimization: Insights into where and when consumers search allow you to allocate ad dollars more strategically.
Example: The missed regional trend
A sparkling water brand invests heavily in distribution across the West Coast, but lacks visibility into where fans are actually searching. Unknown to them, searches in the Midwest are climbing. Customers are asking retailers, but no data backs up that demand. Without a locator, the brand misses the trend, and a competitor swoops in to fill the gap.
With locator analytics, that same brand would have seen the spike, redirected distribution, and secured shelf space before the competition.
The cost of ignoring the data advantage
Not capturing consumer demand data leaves brands vulnerable. Distributors may prioritize competitors who can show evidence of pull-through, and marketing teams waste money chasing markets that aren’t as responsive. In a marketplace where speed and insight dictate growth, “flying blind” is one of the costliest mistakes you can make.
How a locator turns searches into strategy
1. Heat maps that show where customers are searching most often.
2. Product-level insights that reveal which SKUs are in highest demand.
3. Trend tracking that allows brands to pivot quickly when new regions or demographics show interest.
Every search is a data point. Without a locator, you’re letting those insights slip away—insights that could sharpen your marketing, strengthen retail negotiations, and unlock new growth markets.
Learn more: How to Use Product Locator Analytics to Grow Your CPG Brand →
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Mistake 4: Straining retail and distributor relationships
Retailers and distributors ultimately want confidence your product will move off shelves. Without concrete data, you’re essentially asking them to take a gamble on your business. In competitive categories like beverages, snacks, or wellness, shelf space is limited, and brands that can prove demand win priority.
The credibility gap without a locator
When you approach a retailer without locator-driven insights, you’re limited to anecdotal evidence or raw sales numbers from existing channels. But those don’t always tell the whole story.
- Scenario #1: A craft beer brand claims consumers are asking for their product in new markets. The buyer asks, “Can you prove it?” Without locator search data, the brand has no evidence.
- Scenario #2: A natural foods company wants to expand into a national grocery chain. Without showing that thousands of people are already searching for their products in key cities, the pitch falls flat.
How a locator strengthens negotiations
Locator analytics don’t just capture consumer behavior—they tell a compelling story to retailers.
- Consumer pull-through evidence: Search data proves people are actively looking for your product near their stores.
- SKU-level demand: Retailers can see which products are searched for most, guiding smarter stocking decisions.
- Confidence in velocity: When buyers see strong demand signals, they’re more likely to allocate shelf space and keep your product stocked.
The distributor perspective
Distributors face similar pressures: they want to prioritize brands that will sell quickly and keep accounts happy. A locator gives them confidence they’re putting their resources behind a brand with proven demand.
- Without a locator → Distributors rely on limited sales history or brand claims.
- With a locator → They see data-backed evidence that consumers are searching, which helps them pitch to retailers more effectively.
The relationship ripple effect
Failing to provide this data can strain long-term relationships. Buyers may start to view the brand as unprepared or high-risk, while distributors may shift their focus to competitors who come to the table with stronger insights. Even retailers can lose confidence, cycling products off shelves more quickly if early sales aren’t backed by evidence of ongoing demand.
Strong retailer and distributor relationships are built on trust and proof. Without a locator, you’re asking partners to gamble. With one, you’re arming them with the insights they need to confidently stock, promote, and expand your brand.
Mistake 5: Failing to meet consumer expectations in a “where to buy” world
Today’s consumers expect instant access to high quality products. Whether they’re making an intentional internet search, scrolling through social media, or standing in a store aisle, shoppers assume brands will answer the question: “Where can I buy this right now?”
Without a product locator, brands risk looking outdated, unhelpful, or out of touch with modern buying habits.
Learn more: How to Use "Near Me" Marketing to Reach Your Audience →
The instant gratification economy
Gen Z and Millennials especially value speed and convenience. These digital-native shoppers are used to one-click ordering, same-day delivery, and apps that solve problems instantly. If your brand can’t provide a quick path to purchase, they’ll assume another brand can.
- Scenario #1: A Gen Z shopper sees a TikTok about a trending beverage. They immediately search “where to buy.” If the brand doesn’t provide a locator, they buy a substitute product from the same category.
- Scenario #2: A parent hears about a new allergy-friendly snack at school pickup. They need to know if it’s stocked at their local grocer before making the trip. Without a locator, they skip it.
The trust factor
A “Where to Buy” feature lends major credibility to new CPG brands. Without one, consumers may question whether the brand is truly established or available in their region, perceive the brand as less modern or tech-forward, or feel frustration that damages long-term loyalty.
On the flip side, a locator reassures shoppers: this brand is real, it’s accessible, and it values their time.
The risk of falling behind
In categories like beverages, packaged foods, and personal care, many leading brands already offer sophisticated store locators and consumers are being trained to expect it. If your brand doesn’t deliver the same experience, you risk falling behind the competition—not because your product is worse, but because your buying experience is.
How a locator meets modern expectations
Failing to provide a fast, trustworthy “Where to Buy” experience risks alienating your audience and handing opportunities to competitors. A locator ensures you meet modern expectations and earn loyalty in the process.
- Mobile-first design: Locators integrate seamlessly into mobile browsing and social media.
- Cross-channel support: Shoppers can find products in local stores, e-commerce retailers, or delivery platforms like Instacart, all from one interface.
- Personalization: Filters let customers search for specific flavors, sizes, or SKUs, giving them confidence before they buy.
How a product locator solves these problems
Grappos bridges the gap between consumer interest and actual purchase. Instead of losing customers to frustration or competitors, the Grappos product locator makes it simple: type in a zip code, select a product, and instantly see where it’s stocked nearby or connect directly to e-commerce and delivery options.
Campaigns that integrate Grappos give consumers a clear buy path, turning clicks into conversions and ensuring marketing dollars work harder. Every search also generates demand data, showing where shoppers are looking, which SKUs drive the most interest, and how trends shift by region. That insight builds leverage with retailers and distributors while guiding smarter growth decisions.
Unlike generic “where to buy” widgets, Grappos is built specifically for CPG brands that need a locator fast.
Brands like yours choose Grappos because it is:
- Fast to launch → Go live in days, not months.
- Easy to manage → Our team manages all data and updates so you don’t have to.
- Trusted by leading brands → Proven in the field across the CPG industry and beyond.
No more leaks in the sales funnel
In today’s “where to buy” world, the risks are clear. Without a product locator, brands lose sales to competitors, waste valuable marketing dollars, miss out on demand insights, and strain retail relationships, all while falling short of modern consumer expectations.
The fix is simple. With Grappos, you can give shoppers instant answers, capture conversions at the moment of intent, and unlock the data that drives smarter decisions. Fast to launch and easy to manage, Grappos helps your brand turn awareness into action.
Don’t lose out on sales. Request a Grappos demo today →
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