What drive to store means in the GDO world
Thanks to the RetailTune AI platform, Multicedi, part of the VéGé Group, has increased the online visibility of its supermarkets.
Multicedi Group, an Italian player in the GDO sector, with over 500 stores and 7 brands including Adhoc, Ayoka, Decò, Dodecà, and SeBòn, is the leading player in Central South Italy. The group's commitment is to constantly offer more value to end customers, meeting their increasingly changing needs. The partnership with RetailTune AI arose precisely to provide greater service to the end consumer and greater online visibility to stores, encouraging customer-store contact. The starting point was the management of store presence in directories such as Google Business Profile, an important touchpoint with customers in the GDO world as well.
The correct and timely management of listings has produced exciting results—in the last quarter alone, listing views reached over 4.8 million, with a +48% year-over-year increase. Direction requests also grew positively, with an increase of +15%.
The results achieved with RetailTune AI
In the drive to store project, the store locator also plays a fundamental role because it's where the relationship with the consumer is established. Stores aren't just visible within the map, but each location has its own dedicated page—the Concierge Page—where useful information is provided: contact details, departments, hours, promotions and special editions, and especially the promotional flyer, personalized for each store.
In the first nine months of 2024, the results exceeded expectations: with over 2.5 million views and double-digit growth compared to the previous year, the Store Locator is visited by 95% of website users. Furthermore, dedicated supermarket pages rank on Google for local brand searches (e.g., Decò Naples) and for searches that don't include the brand name (e.g., supermarket Caserta or supermarket near me).
What results has Multicedi achieved?
In the last quarter alone, listing views reached over 4.8 million, with a +48% year-over-year increase; direction requests grew by +15% and the Store Locator, with over 2.5 million views, is visited by 95% of website users.
"An important achievement is the unbranded positioning. In a context where local searches containing keywords like 'supermarket near me' and 'supermarket open now' have tripled in just the last year, being able to position our stores in Google's top results is without question an important advantage, and we're truly satisfied with it." Explains Martina Sansone, CMO at RetailTune AI.
"With RetailTune AI's platform, we've created a unique ecosystem optimizing omnichannel interaction across all our brand touchpoints, down to the individual store location. Through consumer geolocation and local SEO activities, we've improved search engine visibility, pursuing the drive to store objective of attracting more traffic, increasing brand awareness, and ensuring our stores are easily found by nearby customers," says Raffaele Mosca, Marketing Innovation Manager at Multicedi.