Customer Care as a Driver of Innovation for RetailTune and Pinko

ENGAGE.IT

RetailTune introduces new services in Local Digital Marketing for retailers. This time the company set out to improve and innovate on what it had developed previously: it's the store-dedicated services page, an evolution of RetailTune's technology.

"It wasn't an immediate approach, but we can say the result is truly unique, surprising. For years we've been studying the digital touchpoints that generate in-store visits more than others. Some of these are more intuitive, like Google My Business listings, local Facebook pages, the Store Locator. Others a bit less so — we focused on the latter, the harder ones, and to our surprise we realized that, more than any other channel, they can turn a digital contact into a physical one."

Claudio Agazzi, CEO and founder of RetailTune

The most well-known brands record millions of users on their website every year showing interest in the brand; we're talking about "warm" users, who seek out the brand because they know it or want its products. RetailTune aims to intercept this large audience, geolocate it, and turn it into offline customers. The brand that understood the potential of this service was Pinko, a solid RetailTune client with a widespread distribution, not only nationally but also worldwide.

"We were RetailTune's first client" – explains Emanuele Bianchi, CMO of Pinko – "Attention to omnichannel and progress has always been part of our DNA, which is innovative and change-oriented. We've always put our customers at the center and we want to assist them wherever they are; offering them personalized services has always been our priority."

Among the many activities carried out over the years are the creation of the Store Locator, centralized management of Google My Business listings, the creation of Facebook Local Pages, the integration of the product-page widget that shows the nearest store based on the user's location and integration with in-store stock that makes it possible to show the products available in store.

The results achieved by RetailTune

The numbers also demonstrate the effort involved: on the Google My Business side, in the January – February 2020 period compared with January – February 2019, discovery searches doubled, the agency explains in a statement. At the same time Maps views also increased, up more than 100% over the reference period. Regarding the actions users typically take on Google My Business listings, there was a double-digit increase in phone calls and website clicks, the statement reports. Good results also came from the Store Locator Analytics. Over the same period, both page views and sessions recorded a double-digit increase.

Next steps for Pinko

Based on this data, and in order to interact more with users, Pinko is joining RetailTune's new Loyalty&Care service, to offer people a complete, personalized shopping experience.

"Our dedicated store page becomes the ideal place to welcome the audience interested in the brand. A landing page with an appealing design, with a UX/UI aimed at fostering direct contact and immediate dialogue between the user and the point of sale. A single place to buy, book the product, and speak with in-store support staff, leveraging the technology of modern Booking and E-store tools", concludes Agazzi.