The RetailTune platform teams up with Sky Italia to strengthen the online visibility of its physical locations

Strengthening and coordinating stores’ online presence across the region is increasingly strategic for large companies, and in this respect the support the RetailTune platform provides to Sky Italia represents a successful case history. Sky Italia, a media & entertainment company founded in 2003, is part of the Sky group, one of the leading entertainment companies in Europe. The group is controlled by Comcast Corporation, an international media & technology company. Customer care and assistance have always been among the Group’s objectives, in order to best meet customer requests and increase loyalty.

Within this fully customer-centric approach, the physical locations that provide assistance and services are strategic, because that’s where the customer can find expertise, professionalism, and support. It’s no coincidence that, since 2018, Sky has relied on the RetailTune platform with the goal of strengthening and coordinating its stores’ online presence and building a solid Drive to Store and Local Digital Marketing strategy.

Thanks to the RetailTune platform, the project began with the online management of more than 200 Sky Service centers, that is, assistance centers run by local entrepreneurs with Sky corners. All the store’s digital touchpoints were made consistent and coordinated in this way, to always provide customers with correct information and direct them to the physical store. Google Business Profile listings played an important role in this process: while still leaving room for each entrepreneur’s own initiatives, the focus was on brand recognizability, harmonizing partnerships and online presence.

The RetailTune platform was subsequently rolled out to the entire Sky single-brand network as well. Here too, Google Business Profile listings were constantly updated with new products and photos, along with timely replies to customer reviews. This work increased consumer engagement and improved the ranking and visibility of such an important touchpoint.

The single-brand stores were also given RetailTune’s B2B App, which lets each individual store manage its hours and push them out across every touchpoint.

The results are impressive: over the last 4 months, Google Business Profile listings have recorded more than 13 million views and over 250,000 actions taken by users on the listings (website visits, requests for directions, phone calls).

What’s more, since September there’s an important development: the platform has been extended to the more than 250 Sky Shop in Shop and Hub locations found in the leading shopping malls and consumer electronics chains.

“We’re proud to have the opportunity to deepen our collaboration with Sky, one of the leading brands in Europe in its sector,” says Claudio Agazzi, CEO and Founder of RetailTune. “A varied, widespread network that offers customers an important service. Through RetailTune, the goal was to strengthen the consumer’s phygital experience by offering accurate information, listening, and assistance right from the online channel. We’re operating in a context where local searches have grown by 300% over the last two years, and Google rewards those who can provide detailed information. On the other hand, zero-click searches — those that don’t lead to a site visit, especially from mobile — have grown to reach 71% of the total. It goes without saying that managing Google’s organic results, and especially the Google Business Profile listing, is essential. That’s where information reaches the customer. Sky, with great foresight, believed in and invested in this, and we can only be grateful to them.”