Gore-Tex chooses RetailTune to promote its products and multi-brand retailers
GORE-TEX, an international leader in the production of waterproof, breathable and windproof laminates, has chosen RetailTune for an innovative Local Digital Marketing and Drive to Store project
TOUCHPOINT.NEWS
Omnichannel goes through multi-brand retailers, which for GORE-TEX represent an important distribution channel for its technology, used in the production of clothing, footwear and accessories by the most prestigious brands. The starting point of the project is the will to offer an increasingly personalized service to the customer, letting them enjoy a unique and engaging shopping experience from online to offline.
The goal is to make products with GORE-TEX laminate available to consumers at their nearest store; today, in fact, according to Google research, 54% of consumers say they can't find online information about the product they want, a situation that is even more evident when the products being searched for are niche.
RetailTune, a platform specializing in Local Digital Marketing, has designed an ad hoc strategic path aimed at increasing awareness of GORE-TEX products by involving 12 DF Sport Specialist stores.
A dedicated page was created for each store, the Concierge Page, containing the key information for Drive to Store: images, hours, address, contacts, and above all targeted promotional activities such as ongoing campaigns and events.
A novelty in the world of multi-brand retail, containing exclusive services and tools designed with a concierge approach, such as: the showcase, a dedicated space that highlights 3 products available in the store, a sort of digital display; and the product catalog, a section containing the entire assortment of GORE-TEX products available in the store. Naturally, each store has its own showcase and its own catalog.
Within it, users can browse items divided by category and ask for information about products, reserving them in store by filling out a form, enabling a direct, personalized dialogue between customer and store. The Concierge Page also becomes the landing point for users browsing the various touchpoints involved in the project:
Google My Business, where the listings for individual stores have become genuine mini-sites, complete with detailed information, a catalog of GORE-TEX products and drive to store communication posts.
The Facebook Location pages have been enriched with information and organic posts, becoming the vehicle for all paid social communication (Facebook and Instagram). Here, in-store traffic campaigns were activated, reaching a geo-targeted audience that views the products, the nearest store to find them, and directions to get there — all without leaving the Facebook app.
The same strategy was set up on Google, where local campaigns were activated to promote store locations across the Google Search network, Maps, YouTube and the Display Network.
«Thanks to the vision of Francesca Dal Bosco, Marketing Manager at W.L. Gore&Associati, and the participation of DF Sport Specialist, we were able to build a complete strategic plan, leveraging all the touchpoints that are fundamental for drive to store – says Martina Sansone, CMO of RetailTune -. And the results didn't disappoint: the campaigns generated over 8 million views, reaching a geo-targeted audience, exponentially increasing views of GORE-TEX products and of the DF Sport Specialist stores near the user. A surprising result, especially considering it was achieved in the first 10 days after the activity launched».
The strategy is built on solid local SEO work, which enabled the Concierge pages to rank on Google for proximity searches related to GORE-TEX products.
«The project shows how the key to the success of Drive to Store activities is the synergy between brand and stores – explains Francesca Dal Bosco, Marketing Manager at W.L. Gore&Associati -. Pooling resources and investing together in the same direction, creating new channels of contact with the user, has brought concrete benefits to both parties in terms of ranking and awareness. This is the added value of RetailTune, which helped us carry forward a highly innovative omnichannel project for our business».
«RetailTune and GORE-TEX allowed us to strengthen our B2C strategy by adopting an omnichannel approach – says Tomaso Bartesaghi, E-commerce Director at Df Sport Specialist – we know that our consumers do their research before entering the store, and being able to offer them clear, timely information about products and the store is without doubt the best service we can provide them. We've opened up a new path and we will certainly keep moving in this direction. The numbers confirm it's the right one: over 4,000 calls to the 12 stores in the first 10 days and over 5,000 requests for directions».