Concierge page: here's how RetailTune revolutionizes multi-brand drive to store. The Gaudì case.
The technology platform led by Claudio Agazzi has created a dedicated showcase for each store aimed at increasing brand awareness through multi-brand retailers, focusing on two main tools: the Showcase and the Product Catalog.
In recent years the role of multi-brand retail has changed within an omnichannel strategy based on communicating the brand's products through its stores.
A widespread network of single-brand stores offers companies great opportunities: it allows them to create a place to showcase products and welcome customers to offer them the best shopping experience, but above all it helps increase brand awareness. But while it's true that single-brand stores are a very powerful communication tool, it's equally true that multi-brand stores are an important lever for product distribution and profitability, often accounting for a significant share of retailers' revenue. It's therefore essential to make the most of them in Drive to Store strategic activities alongside single-brand stores.
One of the biggest challenges for brands, then, is making the user's transition from online to offline seamless, communicating the proximity of their products to the user, both through single-brand and multi-brand stores.
It is in this context that the concept of the Concierge Page was born, a genuine digital store that connects the physical store (owned or franchised, single-brand or multi-brand) with the end consumer, establishing a dialogue that lets the customer buy wherever and whenever they want: online, offline, or in a hybrid way.
The idea is to create an information ecosystem capable of listening to users' tastes; being found when users perform local searches; being able to offer the right information together with specific calls to action capable of creating a connection between customer and store. Claudio Agazzi, CEO of RetailTune, a technology platform specializing in Local Digital Marketing and Drive to Store, introduces this tool: “At RetailTune we are able to geolocate a user who is looking at a product on the brand's website and give them strategic information based on their location: the nearest store, whether single-brand or multi-brand. And it is precisely on the latter that we have launched a new project to enhance multi-brand retail. We created a dedicated showcase for each store called the Concierge Page, aimed at increasing brand awareness through multi-brand retailers, focusing on two main tools: the Showcase and the Product Catalog, which can display the brand's items available in the multi-brand store. By the end of the year, in the new release, retail and multi-brand stores will be able to sell every product on the concierge page, including those not available in store. This is how we put omnichannel into practice: by integrating the brand with local distribution.”
The first to believe in the project was Stefano Bonacini, President of Gaudì Trade s.p.a, who immediately grasped its potential by integrating the solution for the Gaudì brand: “We're online with an ambitious project. Letting the customer buy anywhere, whether online, in a single-brand store, or in a multi-brand one, represents for us not only a growth opportunity, but above all shows an attitude open to change toward the customer. Our distribution is mostly wholesale, and in that sense, multi-brand retail is a decisive player for us. Together with RetailTune we designed an ad hoc plan that involves and enhances it all around”.