Kiko goes even more omnichannel with RetailTune
PAMBIANCONEWS.COM
Kiko is a clear example of a pioneer in customer service management, the pride of one of the world’s most important beauty retailers. The customer at the center — this is Kiko’s goal: customer-centric strategies are the foundation of its success, its credibility with the end customer, and its ability to build loyalty.
Retail strategies are moving in this same direction too, continually evolving toward experiential shopping and omnichannel. The store becomes a place of entertainment, rich in emotional and engaging moments, as well as an information channel.
To this end, Kiko has chosen to partner with RetailTune, a company founded in 2018 by Claudio Agazzi, whose mission is to govern all of a brand’s digital touchpoints, provide detailed, up-to-date information to the end customer, and create the most suitable tools for a virtuous management of the dialogue between store and customer base. This is a business that involves international players across different sectors, from fashion to food, from services to beauty.
Online information about individual stores is often redundant, incorrect, or inconsistent, and taking care of this data — updating and normalizing it — provides added value to the customer, especially in a fragile, complex period like the current one. The customer journey is increasingly complex, so clearly understanding what happens between the first input and the final purchase is decidedly difficult. Data shows that consumers look for information not only before going to the store, but also inside the store itself.
In this scenario, a consistent, coordinated brand presence across organic touchpoints is essential: giving customers information about store opening hours, services available in-store, the assortment on offer, and listening and responding to requests is an important evolution.
For this reason, Kiko continually develops new strategies for engaging with those who choose its products, through new technologies and ongoing innovation, exclusive yet inclusive experiences, and optimal relationship management.
The partnership with RetailTune meets a need common to companies, even more so at this point in history: helping manage store information, creating genuine integration between online and offline, fostering dialogue with the end customer, and receiving feedback. A complex area whose management is proving increasingly relevant both for those who sell and, above all, for those who buy.
The partnership has delivered excellent results both in terms of customer care and information management. On one hand, prompt and accurate responses to questions, reviews and comments left by users on the Google My Business listing have improved the customer-store dialogue, boosting loyalty; on the other, the worldwide presence of stores on Google My Business has made it possible to double the number of listing views and customer actions, such as requests for directions to the store and calls to the store.
“Online searches impact 90% of in-store purchases: Google My Business therefore becomes an indispensable asset for a retail business like ours,” said Dario D’Ingeo, Kiko Global Retail Supervisor. “Managing information and using the platform as an additional communication touchpoint is delivering excellent results and contributing to drive to store. Review management is also essential,” he added. “70% of consumers read reviews before buying a product, and are willing to change their purchasing habits if other users’ feedback is positive.”
“We are truly proud to work with Kiko, not only for the brand’s international prestige, but also and above all for the professionalism of its team, attentive to local digital marketing issues and to nurturing the relationship between customer and store,” explained Claudio Agazzi, founder of RetailTune. “With Kiko, we developed a drive-to-store strategy focused first and foremost on Google My Business — almost 900 listings managed through the platform, with updates to data, hours and images, and responses to user requests. Intense work that paid off.”