DRIVE TO STORE FOR TRICHOLOGY CENTERS
Since 2019, CRLAB, an Italian company that is a leader in non-invasive hair thickening and in hair and scalp wellness, has chosen the RetailTune platform to put the concept of omnichannel into practice in a concrete and effective way, through the development of a solid Drive to Store and Local Digital Marketing strategy.
The goal of the partnership is to increase the online visibility of the more than 180 CRLAB centers spread across Italy, Europe, the Americas and Australia (28 countries worldwide) for both direct and discovery searches, that is, searches that don't contain the brand name, and to offer an increasingly complete and refined customer experience. How?
By managing all the digital touchpoints most consulted by users.
The starting point was claiming and managing the Google Business Profile listings, together with the creation of a Store Locator optimized for local SEO and showcase pages (concierge pages) for each center.
This ongoing effort has delivered excellent results: in 2023, the listings of 47 CRLAB centers were viewed over 221,000 times, generating more than 23,000 actions, with a conversion rate of 10.4%. Among the actions taken by customers, requests for directions numbered 34,000 and calls to the center 10,700, a sign of the strong interest in the center among the online public. The keywords that led users to view the Google Business Profile listing don't contain the brand name; the most frequently used ones are in fact “Trichology” or “Trichology Center” plus the city name. The same goes for store locator views; here, more than 50% of visits come from the world of search engines.
In light of these excellent results, new tools were introduced to precisely and promptly meet the needs of those searching online for information about brands, products or services.
As a result, concierge pages have been enriched with the products available at each center: across 111 CRLAB center pages worldwide, you can find a selection of three featured products as well as the entire assortment available in-store. Very important tools for anyone looking to buy a specific product at a nearby center. Activating these tools, together with the creation of product pages, has allowed those pages to rank among the top positions on Google for local product searches, making the CRLAB brand visible even to those who aren't searching for it directly. When searching locally for products, for example “sebum-regulating mask Rome”, the Viale Aurelia center comes up in first position.
The benefit is giving greater visibility to the store while also acquiring new customers who search for specific products.
These same products are then added to the Google Business Profile listings, generating millions of views per year.
“Our collaboration with CRLAB is a great source of satisfaction for us – says Claudio Agazzi CEO and Founder of RetailTune – Angelo D'Andrea – CEO of CRLAB – believed in the project back when our platform was just getting started, and we are proud to be able to repay that trust with tangible results. The booking module, which lets users book an appointment and treatment online at their nearest center, has generated over 1,500 appointments in a year”.
Quote CRLAB