The age-old retail dilemma between online and offline resolves "onlife" with RetailTune AI
Miroglio Fashion embraced the omnichannel challenge, experimenting with new forms of communication and service both inside and outside the store, with the goal of giving customers an increasingly personalized shopping experience.
The first step was to strengthen the phygital experience, creating greater visibility for products and stores already online, where consumers increasingly search for information before making any purchase—whether on e-commerce, marketplaces, or in-store. An integrated communication model, able to establish a personalized and local journey, became an advantage for the physical store as well.
In this way, Miroglio Fashion, thanks to the RetailTune AI platform, has enhanced its digital approach, properly managing all digital touchpoints of over 900 single-brand stores across Europe of the brands Motivi, Oltre, Fiorella Rubino and Elena Mirò (Google Business Profile, Google Maps, Facebook and Instagram Location, Store Locator and Concierge Pages), with the goal of creating a dialogue between store and customer.
The results achieved with RetailTune AI
From managing Google Business Profile listings to creating store pages, the RetailTune AI platform enabled the Italian fashion group to increase brand visibility online, both through direct searches (brand-related searches) and discovery (product-related searches), and to encourage users to complete their purchase at the physical location through personalized local calls to action. The results and year-on-year improvements are significant: Store Locator views increased by an average of 53% across all brands, and together with that, the average user time on the page has increased to over a minute and a half, according to the press release.
The data from Google Business Profile views are also positive: views of the listings show double-digit year-on-year growth and reached over 26M in the last six months. User actions on the listing are also increasing, such as website visits and store calls; direction requests especially are growing, +68% compared to last year, according to the statement. An important metric for drive to store: Google itself says that 76% of those who click on "Directions" will visit the store within 24 hours.
What results has Miroglio Fashion achieved?
For the Motivi brand, visits to the Store Locator area grew 72% year over year, as did direct access, which accounts for 61% of total visits. GBP listing views exceed 26M in the last six months and direction requests grew +68%.
"The results we've achieved excite us: for the Motivi brand, visits to the Store Locator area grew 72% year over year, and direct access also increased—users who found the Store Locator as their first touchpoint with the brand. Those direct accesses represent 61% of the total, and this figure is significant of the importance of the store for the local user. It's the whole project that makes us proud!"
"Consumers today approach online and offline channels in an extremely fluid and hybrid way. They are our customers, even before our brands, who have truly become 'omnichannel': they move easily between store and web and want to enjoy their purchases in a personalized way. Beyond the quality of our products, we want to provide them with all the tools and possibilities that digital technology offers for an increasingly smart and gratifying shopping experience," says Valentina Sala, Digital & Omnichannel Director at Miroglio Fashion.