One year of Drive to Store with Ceetrus Italy
One year after the start of the Drive to Store project between Ceetrus Italy - one of the leading players in the real estate and retail property industry in Italy, with 50 shopping centers - and RetailTune AI, a company operating in Local Digital Marketing for retailers, the numbers achieved demonstrate the effectiveness of the collaboration. The goal of the partnership is to give users, quickly and immediately, all the information that acts as a "driver" for store traffic: hours, address, contacts, and above all events and promotions that encourage them to visit the shopping center.
+32%Discovery searches
+41%Clicks on the "Call" button on GMB
+46%Clicks on the “Directions” button on GMB
+171%Store Locator page views for CC Adda Center
+585%Direct visits to the CC Rescaldina Store LocatorThe timeline included several activities: a complete overhaul and management of Google Business Profile listings, the creation of a Store Locator for each of the 10 shopping centers, and the management of reviews and questions arising from the Google Business Profile listings.
In particular, each shopping center has its own Store Locator listing all the stores inside it. What's more, every store in the center has its own dedicated page optimized for local SEO containing information such as: hours, address, contacts, descriptions, services and, above all, the specific promotions active in that particular store. This allows the Store Locators to rank among the top search results when a user looks for a store inside them, while also giving users information that is always up to date and accurate.
The results achieved with RetailTune AI
With the end of the first lockdown, Ceetrus shopping centers saw a surge in visits, a sign of consumers' strong desire to return to stores and make purchases in person.
Comparing Google Analytics data for the period May-August 2020 vs the same period the year before, total Store Locator views grew by 171% for CC Adda Center, 120% for CC Rescaldina and Vimodrone, and 95% for Fano Center, with increases of between 47% and 86% in the other centers. The same trend is reflected in direct visits to the store locator, peaking at +585% for CC Rescaldina and +448% for CC Adda Center.
On the Google Business Profile side, the same reference period saw a 32% increase in discovery searches, that is, searches that lead users to discover the shopping center's GMB listing when they search for a store or a category similar to the CC's. This figure reflects ongoing local SEO work aimed at improving the ranking of Google Business Profile listings for generic searches.
A significant increase also comes from calls made through GMB listings, which rose by +41% in the reference period, a figure that can be linked to the increase in foot traffic at the shopping center.
A solid collaboration between RetailTune AI and Ceetrus Italy that, through its strategic plan, aims to guide users throughout the entire Local Customer Journey, offering a consistent and personalized customer experience across every touchpoint.
