All Wrapped Up: How Menkind Put 57 Stores on the Map with Uberall

Who Is Menkind?

Menkind is one of the UK's leading gifting brands. Best known for gifts for men, the retailer also performs strongly in the gadget and licensed-merchandise markets. It runs 57 stores year-round, plus a fleet of seasonal pop-ups that appear in the run-up to Christmas.

For a brand built on gifting, local discovery is central to hitting budget. Every store needs to show up locally for key gifting searches. That matters even more for the seasonal pop-ups, which often open without local brand recognition and have only a few weeks to build it before December.

Two years ago, Menkind's local online presence didn't reflect that ambition. Stores mostly used their business profiles to update opening hours, and the team knew the gap was costing them footfall and revenue. So they went looking for a user-friendly platform to drive local SEO growth. They chose Uberall.

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Stores Found Locally, in Every Search

Through Uberall Listings, Menkind keeps every store's data accurate and optimized across the 150+ directories customers actually use: Google, Apple Maps, Yelp, and Bing, plus voice assistants and the AI search engines now shaping discovery. It all runs from one synced source of truth, so a change made once appears everywhere.

That accuracy holds even when third parties try to alter it. Uberall's Profile Protection syncs each store's data in real time, shields listings from unauthorized edits, and suppresses duplicates, keeping the brand consistent everywhere customers look. Head office manages the heavy lifting in bulk, updating hours, descriptions, and images across all 57 stores at once by spreadsheet or API.

The growth shows up where it counts:

• Google Maps impressions reached 3.4 million, up 269% year on year.
• Google Search impressions reached 3.1 million, up 17%.
• Through Uberall's Apple Business integration, views rose 60%, interactions 87%, and taps on locations 48%.

The brand also saw direction clicks climb 45% and website clicks jump 83% over the same period — more shoppers finding a store, then heading straight for it.

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Local Content, in Every Store’s Own Voice

Day to day, store staff are the heaviest users of the platform: posting content, responding to reviews, updating opening hours, and keeping data correct.

The Locations Hub is the part of the Uberall platform the team relies on most, giving each store a simple way to update and fix its own information. Menkind's seasonal pop-ups are where speed matters most. New stores and Christmas pop-ups need to be live and discoverable fast, often in markets where the brand is starting from scratch. The Locations Hub lets the team stand up and correct store data quickly, so a brand-new pop-up can start showing locally well before the December rush.

The setup balances brand consistency with local relevance, and the tooling is built for exactly that split. Head office sets the brand voice through templates, approval flows, and permissions, while stores handle their locator descriptions, Google Posts, and review responses in their own way.

When a store wants to post, the AI Social Writer drafts on-brand copy in seconds and the tone adjustor shifts it between styles, so creating local content is realistic — even on a busy shop floor. A shared publishing calendar lets the team push one campaign to every location at once, then personalize it store by store.

There's a search payoff, too, and it's growing. Fresh Google Posts give Google and AI engines the recency signal they favor, and that content now does more work than it used to: AI search increasingly draws on social and post content when deciding which businesses to recommend, and Google has begun surfacing recent social posts directly on Business Profiles.

For a brand posting consistently across 57 stores, that turns everyday local content into a visibility asset, helping Menkind get recommended ahead of competitors at the moment of decision.

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A Stronger Local Reputation Worth Gifting

Trust is built in the review section, and Menkind keeps that conversation moving. With Uberall's Review Management Tool, the team reached a 96% review response rate, up 11 points, alongside a 4.1 average star rating.

A small store team can hit that level because the AI does the heavy lifting. AI Review Responses draft context-aware replies in Menkind's brand voice for staff to edit and approve, and AI Bulk Replies clear large batches of ratings in a single pass. Sentiment analysis then reads across all 57 stores to surface recurring themes, turning everyday feedback into something the team can act on. Built-in review requests by SMS, email, and QR code give stores a simple way to grow volume further.

Bringing Customers From Search to Store

Uberall's Locator and Local Pages power Menkind's Store Finder and opens on an interactive map with a "Use my current location" search, giving shoppers a clean path from a search to the right store. Behind it, every one of the 57 stores has its own local page, and with 99% profile completeness, those pages are rich.

Crucially, each page is also tagged with the brands that store stocks: Marvel, Star Wars, Funko Pop, Pokémon, Harry Potter and so on, and the gifting terms customers actually search, from "stocking fillers" and "Secret Santa" to "gifts for Dad."

That structure is exactly what makes them factual, citable pages built for AI search, with schema-friendly structure, fast load times, and local-keyword optimization that help engines like ChatGPT, Gemini, and Perplexity find and recommend each store. Local-page analytics then track clicks, calls, directions, and CTA performance by location, turning traffic into KPIs the team uses to see what's working.

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A Scorecard That Doubles as a Roadmap

Uberall's Location Performance Score gives Menkind a single view of its local maturity.

At 89%, the score reflects standout strength in Reputation (95%) and Engagement (92%), with Visibility (86%) flagged as the next area to push. It turns performance data into a clear plan for where to invest next.

A Retail Brand That's Ready for AI Search

As AI engines reshape how people find brands and stores, Menkind's foundation is paying off. Because every store's information is present and correct, the brand gives itself the best possible chance of being picked up by AI search.

And the growth in local rankings and ratings only adds to that — the same signals that win local visibility are the ones AI engines trust.

Has it paid off? Menkind is now doing far more locally than before and the results speak for themselves. Footfall has risen sharply, and it has coincided with a record year in stores. The team is confident Uberall played a key part. The team is now planning to layer in UB-I, Uberall's agentic AI for location performance. As an AI agent, it can draft posts and review replies and surface the next best action automatically, saving store staff time across all 57 locations.

"Success over the next 12 months is to keep growing our clicks and impressions, and to rank in the top three for more gifting, toy, gadget, and merch keywords." — Tom Phillips, Senior Digital Marketing Manager, Menkind

Menkind's partnership with Uberall shows what happens when a retailer moves from "just opening hours" to a connected local strategy. Accurate listings, active reviews, local content, and structured local pages now work together to put every store, and every pop-up, in front of customers and AI search alike. The brand isn't just present locally. It's being found, chosen, and visited.