RetailTune AI was chosen by Cisalfa Sport to boost online visibility of over 150 stores and increase foot traffic
RetailTune AI, a technology platform for Drive to Store and Local Digital Marketing, was chosen by Cisalfa Sport, an Italian leader in the sale and distribution of clothing, footwear and sports equipment and leisure gear, to boost online visibility of over 150 stores and increase foot traffic.
The collaboration with RetailTune AI stems from Cisalfa Sport's need to offer, at every stage of the purchase process and for all age groups, comprehensive service that includes clear, accurate and up-to-date store and online information. Through the RetailTune AI platform, store data is updated and timely across all digital places consumers consult before visiting stores: Google Business Profile, Facebook Location, Waze, Apple Maps and Bing.
Results achieved with RetailTune AI
Data centralization and information quality achieved important results in a very short timeframe: in the last 5 months, Google Business Profile listing views more than doubled, and directions requests saw an increase of about 15% in the same period.
Among the touchpoints managed by the RetailTune AI platform is the Store Locator, a tool perfectly integrated with the e-commerce site through a cartridge for Salesforce Commerce Cloud. Beyond the map containing all store locations, each store has its own Concierge Page, a dedicated page and important digital storefront that increases online visibility of store locations. Through careful local SEO work built into the platform, Concierge pages rank on Google for local searches.
What results has Cisalfa Sport achieved?
When searching for example "Cisalfa Rome," Google's first page is completely dominated by Cisalfa Sport, showing listings of Rome store Google Business Profile cards and all Concierge pages. For local category searches like "Sports Store Turin," Cisalfa stores rank in the top positions on Google. Looking at Store Locator performance, the first results show the direction taken is correct: over 1.2 million views in 5 months and an average time on page of over 1 minute and 30 seconds. Moreover, more than 80% of views come from the Google ecosystem.
"Our technology platform's goal is to connect customers with retail locations by intercepting their purchase intent. Intercepting means understanding what online searches a consumer might do and ensuring the store is visible at that moment, providing the most appropriate and up-to-date information. In the case of Cisalfa Sport, careful and constant work by the entire brand team made it possible to achieve important results in a short time."
"This implementation is just the first step of a roadmap that truly aims to reduce the distance between customers and our stores in a genuine omnichannel logic. We know how strategic it is to give proper online visibility to stores and the right level of information to generate informed and aware traffic: now our customers can not only find the store closest to them, but also see information related to the store, such as opening hours, phone number, services offered beyond collections available, active promotions and reviews left by customers on Google," says Francesco Gasca, Group Digital Director at Cisalfa Sport.
