Intercepting “warm” users, geolocating them and turning them into offline customers
RetailTune AI keeps introducing new services in Local Digital Marketing for retailers. This time the company set out to improve and build on what it had developed before: the dedicated services page for each store, an evolution of RetailTune AI's technology.
“It wasn't an immediate approach, but we can say the result is truly unique, surprising” says Claudio Agazzi, the company's CEO and founder. “For years we've been studying which digital touchpoints, more than others, generate store visits.
Some of these are more intuitive, like Google Business Profile listings, local Facebook pages, the Store Locator. Others less so — we focused on these, the hardest ones, and to our surprise we realized that, more than any other channel, they can turn a digital contact into a physical one.”
Every year, the best-known brands see millions of users on their website showing interest in the brand; we're talking about “warm” users, who search for the brand because they already know it or want its products. RetailTune AI aims to intercept this large audience, geolocate it and turn it into an offline customer. The brand that recognized the potential of this service was Pinko, a solid RetailTune AI customer present with wide distribution not only across Italy but also worldwide.
The goal of the partnership has been, and still is, to intercept users at the hottest moment of the Local Customer Journey and direct them to the nearest store, whether single-brand or multi-brand. The Drive to Store strategic plan designed by RetailTune AI unfolds in several phases aimed at reaching every user who shows interest in the brand, encouraging them to visit the nearest store through Drive to Store CTAs, care services and loyalty perks, ultimately increasing in-store traffic.
Over time, various activities: a complete overhaul and management of Google Business Profile listings, the creation of a Store Locator optimized for local SEO, and the creation of local pages on Facebook & Instagram. There's also the introduction of a technology on the product page able to geolocate the user and show them the nearest store. It's estimated that over 60% of users check a given product's page before going to the store.
The results achieved with RetailTune AI
“We were RetailTune AI's very first customer”, says Emanuele Bianchi, Pinko's CMO. “Attention to omnichannel and innovation has always been part of our DNA. Putting our customers first and offering them a personalized experience, wherever they are, is our priority.”
Over the years, Pinko has built a digital ecosystem with RetailTune AI that includes the Store Locator, centralized management of Google Business Profile, local Facebook pages, nearest-store integration on product pages, and visibility of available stock in stores.
The results confirm the project's effectiveness: between January–February 2019 and the same period in 2020, discovery searches and Google Maps views more than doubled, along with an increase in calls and clicks to the website. Store Locator views and sessions also grew, leading Pinko to adopt RetailTune AI's Loyalty & Care service too, for an even more personalized experience.
