Since 2019, CRLAB chose the RetailTune AI platform to concretely implement the concept of omnichannel
Since 2019, CRLAB, an Italian leader in non-invasive hair enhancement and hair and scalp wellness, chose the RetailTune AI platform to concretely and effectively implement the concept of omnichannel through the development of a solid Drive to Store and Local Digital Marketing strategy.
The partnership's goal is to increase online visibility of over 180 CRLAB centers distributed across Italy, Europe, America and Australia (28 countries worldwide) for both direct and discovery searches — those not containing the brand name — and offer increasingly complete and careful customer experience. How? By managing all the digital touchpoints most consulted by users.
The starting point was the claiming and management of Google Business Profile listings, together with the creation of a Store Locator optimized for local SEO and storefront pages (concierge pages) for each center.
Constant work that achieved excellent results: in 2023 47 CRLAB center listings were viewed over 221,000 times, generating over 23,000 actions, with a conversion rate of 10.4%. Among user actions, directions requests numbered 34,000 and center calls 10,700, signaling strong public interest in centers online.
Keywords that drove Google Business Profile listing views don't contain the brand; the most used are actually "Hair Center" or "Trichological Center" plus city.
The same applies to store locator views; here over 50% of access comes from search engines.
Given the excellent results achieved, new tools were introduced to meet precisely the needs of those searching online for information on brands, products or services. Thus concierge pages were enriched with available products in the centers: in 111 pages of CRLAB centers worldwide you can find the selection of three featured products and the entire assortment available at the point of sale. Very important tools for those wanting to buy a specific product at a nearby center. Activating these tools, along with creating product pages, enabled these pages to rank among Google's top positions for local product searches, making the CRLAB brand visible even to those not searching for it directly.
When searching for local products, for example "Sebum-regulating mask Rome," the Viale Aurelia center ranks first. The benefit is giving greater visibility to the store location and acquiring new customers searching for specific products. These same products are then inserted into Google Business Profile listings generating millions of views annually.
"Collaboration with CRLAB is deeply satisfying for us. Angelo D'Andrea — CEO of CRLAB — believed in the project from our platform's early days and we're proud to reward this trust with tangible results. The booking module, which lets users book appointments and treatments at the nearest center online, generated over 1,500 appointments in one year," says Claudio Agazzi, CEO and Founder of RetailTune AI.
