KiKo Milano partners with RetailTune AI to strengthen its phygital experience
The well-known Italian beauty player turns to the specialized platform to increase the visibility of its products in stores.
The golden age of online shopping will not lead to a decline in boutique purchases — the omnichannel strategy will keep proving more successful and be rewarded by customers. The physical store remains where most purchases happen: in fact, in-store purchases are forecast to reach 75% of the total in 2024. Kiko Milano knows this well, and has put in place every strategy needed for a customer-centric shopping experience: it worked online, bringing the physical store into the digital world to bring the two together in a phygital approach.
To centralize all data, manage it and distribute it across every touchpoint, Kiko Milano turned to RetailTune AI, a SaaS platform for Drive to Store and Local Digital Marketing. The first phase involved claiming, managing and optimizing Google Business Profile listings, followed by work on e-reputation, promptly managing all reviews and Q&As on the listings. This produced immediate first results: higher review ratings alongside more listing views for unbranded searches. Once up and running, work moved on to the new Store Locator and the concierge pages at the heart of the drive-to-store strategy. Every physical store has its own dedicated digital showcase: an attractive store image, address, hours, contacts, services, staff and a space to communicate launches, innovations and make-up services, making the concierge page an extremely engaging destination for consumers, who spend on average over a minute on the page.
The results achieved with RetailTune AI
“The results achieved over the past year – explains Martina Sansone, CMO of RetailTune AI – confirm what our vision was at the start of the project: a coordinated, up-to-date management of the touchpoints users consult before going to a store increases the visibility of stores and products and the potential to generate in-store traffic.
Today, store locator visits have doubled compared to the previous year. At the same time, Google Business Profile listing views and actions on the listings, like requests for directions and calls, have grown by double digits. Clearly drive-to-store actions”
Echoing this, Dario D’Ingeo, global retail supervisor at Kiko Milano, adds:
“We keep strengthening our stores’ online visibility: after optimizing the management of our Google Business Profile listings, we focused on renewing the Store Locator.
We know that visitors who check the Store Locator are potential customers with a high level of purchase intent. It's therefore important that they find all the make-up services available in store, the latest news, innovations and information about our brand and our staff. These two tools are essential for us to improve the online user experience and have a direct impact on Drive to Store”.