The Drive to Store revolution starts with RetailTune's Concierge Page
Pambianconews.com
The strategic innovation of Local Digital Marketing and Drive to Store is now at the service of retailers thanks to the RetailTune technology platform, which centrally manages data relating to stores — single-brand and multi-brand — intercepting users in real time. The first experiences: Pinko, GORE-TEX and Gaudì.
Customers in every segment, from large-scale retail to fashion, from beauty to services, are often lost in the babel of information, sites and tools that brands use to get in touch with them — a challenge of comprehension for the customer and of management for the business. Since its founding in 2018, the RetailTune technology platform has set itself a twofold goal: to bring order to the chaos and to make virtuous use of this huge flow of communications to bring the customer closer to the store, whether single-brand or multi-brand.
It was with exactly this in mind that the Concierge Page was born: a page dedicated to each individual store, containing the key information for Drive to Store — images, hours, address, contacts, and above all targeted promotional activities such as ongoing campaigns and events. It also offers exclusive services and tools designed with a concierge approach in mind, such as the showcase, a digital display that highlights the 3 products most viewed by the local audience and available in that store, and the product catalog, a section where each store can display its available assortment. Users can browse items by category and ask for information about products, reserving them in store by filling out a form.
The Concierge Page also becomes the landing point for users browsing the touchpoints involved in the project: from Google My Business to Facebook Location pages, to the brand's product page — a crucial point, since this is often where users make their purchase decision.
The product page becomes the entry point to the Concierge Page, as Claudio Agazzi, founder of RetailTune, explains. “At RetailTune we are able to geolocate a user who is looking at a product on the brand's website and give them strategic information based on their location: the nearest store, whether single-brand or multi-brand. And the product page becomes the gateway to the page dedicated to that specific store, where they can find service, assistance and information. By the end of the year, in the project's new release, retail and multi-brand stores will be able to sell every product on the concierge page, including those not available in store. This is how we put omnichannel into practice: by integrating the brand with local distribution”.
The one who believed in the multi-brand project was Stefano Bonacini, president of Gaudì Trade Spa, who immediately grasped its potential by integrating the solution for the Gaudì brand. “We're online with an ambitious project. Letting the customer buy anywhere — online, in a single-brand store, or in a multi-brand one — represents for us not only a growth opportunity, but above all shows an attitude open to change toward the customer. Our distribution is mostly wholesale, and in that sense, multi-brand retail is a decisive player for us. Together with RetailTune we designed an ad hoc plan that involves and enhances it all around” .
We are thus witnessing a revolution in the role of multi-brand retail within an omnichannel strategy based on communicating the brand's products through its stores.
GORE-TEX, an international leader in the production of waterproof, breathable and windproof laminates, has also improved local product awareness by involving DF Sport Specialist stores, thanks to the RetailTune platform. 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”.
The results achieved in just 3 weeks speak for themselves: the 12 stores involved generated over 24,000 direction requests and 8,000 phone calls. The products were viewed over 9 million times by a targeted audience near the store.
Geolocation, which intercepts users and directs them to the nearest store, has also strengthened Pinko's Customer Centric approach, which will launch a project full of major new features with RetailTune at the end of September.