An efficient purchasing process determines sales success. A user who searches aimlessly on the manufacturer's website, not knowing what to do next, will probably quickly give up the purchase and go to the competition’s site. That's why it's so important to guide a potential customer through all stages, and when making a purchase decision, show the user where to click to go to the store.
The Where-To-Buy tool proves helpful in this regard. This widget proposed by 100 Shoppers opens a list of stores where a given product is offered. As the list is updated, it sends the customer directly to the purchase page.