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NextPaw, a Salt Lake City-based company that builds cloud technology, has introduced a new innovation designed to help local pet supply retailers attract more local customers. The new tool is a shoppable store locator that highlights the product availability of neighborhood pet stores in North America to online shoppers.

Online searches in the U.S. that include “where to buy” queries have grown by 8,000 percent year-over-year, according to Google. More than half (70 percent) of online shoppers prefer to locate what they need from a local pet store, where they can buy it in person. NextPaw locators help pet supply retailers to market their products to this significant section of online shoppers, according to company officials. The company’s tools make it simple to filter products by availability and locate a local pet store for purchase, officials added.

“We know that by helping local pet retailers expand their digital footprint in partnership with their top-selling brands,” said Brandon Swenson, co-founder and COO of NextPaw. “More pet parents will confidently choose to purchase from their local pet store versus Chewy or Amazon.”

NextPaw is continually expanding and acquiring new participating brands. Current brands using NextPaw include Steve’s Real Food, Austin and Kat, RAWZ natural pet food, and more than 30-plus additional names consumers love, officials said. The store location technology provided by NextPaw is helping every participating brand to drive sales to their local retailers so that they can sell more, officials added. It’s easy to set up a profile, which provides a single tool for retailers to control their identity and update their inventory across websites for each participating brand.

“RAWZ has always championed the independent pet retailer,” said Jodi Langellotti, director of marketing and education for RAWZ Natural Pet Food. “Partnering with NextPaw will only help us further our strategy to grow and protect the independent channel. We highly suggest all of our retailers activate their free NextPaw account and claim their store locator profile immediately in order to maximize online presence with minimal time and effort.”

Retailers can claim their listing for free and gain access to store locators in the pet industry. With a business listing on NextPaw, the business will show up when shoppers are looking for products from their favorite brands. Retailers can also sync with Google to create a more complete business profile and make it easier for their stores to be found. Profiles can be personalized to add contact details, directions, messaging, reviews and more. Retailers interested in NextPaw can visit the website to sign up and create their profile.