Local Store vs. Federal Chain on Yandex Maps: A Promotion Case Study

This article examines the experience of promoting a small children's goods store in the Moscow region while competing with large federal chains. The author analyzes a Yandex Maps strategy that increased local traffic share over six months without any advertising spend. During the first half-year, the focus was on organic profile development. Later, Yandex Direct was integrated, resulting in 3,216 profile visits per month at a conversion cost of 36.6 rubles. The case demonstrates how small businesses can effectively compete with major chains through local SEO and targeted advertising tools. The author emphasizes the importance of correctly interpreting conversion metrics in offline retail, where the cost of a target action is not always equivalent to the customer acquisition cost, but serves as a key indicator of audience interest in the physical store location.