Successful Drive to Store for Gaudì Thanks to RetailTune

ENGAGE.IT

Since September 2019 the Gaudì brand, a historic label from Carpi with a wide range of stores between single-brand and wholesale, has chosen to rely on RetailTune to build a Local Digital Marketing strategy.

The goal of the partnership was, and 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 devised by RetailTune is structured in various phases aimed at reaching all users who show interest in the brand, encouraging them to visit the nearest point of sale through Drive to Store CTAs, care services and rewards, thereby increasing traffic in store.

The timeline includes various activities: the complete review and management of Google My Business listings, the creation of a Store Locator optimized for Local SEO and the creation of local pages on Facebook & Instagram.

We also find the introduction of a technology on the product page capable of geolocating the user, showing them the nearest point of sale.

It's estimated, in fact, that over 60% of users check a given product page before going to the store.

The results achieved by RetailTune

Results were not long in coming. Comparing Google My Business data for the December 2019 – February 2020 period versus the previous year, an increase of +200% in discovery searches emerged — that is, searches that let people discover the brand's GMB listing when a user types in a product or category similar to the brand's. (Example: women's clothing store Florence). A sign of correctly executed Local SEO work.

A significant increase also came from listing views on Google Maps, which recorded a +404% increase over the reference period.

In addition, the brand recorded a +46% increase in clicks on the "Directions" button on Google My Business listings, which can be linked to the increase in in-store traffic.

The new Store Locator also recorded positive data. Still within the period considered, there was an increase of +370% in page views and a +151% increase in direct access (that is, all those who land directly on the store locator because they found the link on search engines, on GMB listings, elsewhere...).

But it's on the product page that RetailTune aimed to make the difference for Gaudì, because this is precisely the touchpoint most consulted by the "warm" user. For Gaudì over 60% of product page views are geolocated, meaning that more than 60% of the time there's the opportunity to tell the user about the nearest store, whether single-brand or multi-brand.

It was also possible to give users truthful information about the multi-brand assortment, which is shown on the product page only for those categories actually present in the store (men's, women's, accessories).

Next steps for Gaudì Trade

RetailTune's entire Drive to Store strategic plan for Gaudì doesn't end here.

In the pipeline are new developments related to dedicated Loyalty&Care programs for users.

In this case, RetailTune will develop a dedicated area for each point of sale, containing all the services aimed at caring for users interested in the brand.

From booking an in-store appointment, to reserving a garment in the physical store, to exploring new ways of purchasing the garment in a personalized, assisted manner.

The goal is to offer users a homogeneous, uniform and personalized Customer Experience across all the touchpoints they typically interact with.