Innovation in retail goes through Sapore Di Mare and RetailTune

Attention to product and consumer centrality are the two pillars of Sapore Di Mare, a company that has known how to innovate to increase its stores’ online visibility, customer loyalty, and foot traffic.

In recent years, Sapore di Mare, a chain of fish shops specializing in frozen seafood and ready-to-eat fish products, has changed the way it communicates with consumers. A new, more urban and contemporary store format, a new image, a new logo — with the old philosophy intact: close to the consumer, with quality products and constant commitment.

This very mission led, in 2019, to the adoption of RetailTune – the Drive to Store and Local Digital Marketing platform. Initially, the need was to bring order to the online presence of more than 100 stores by centralizing data on the platform and consequently managing directories such as Google Business Profile, Google Maps, Bing, Facebook, Waze… and the Store Locator.

The numbers soon followed, with double-digit increases in both Google Business Profile listing views and the actions taken by users.

Building on this success, in 2023 a new Store Locator was built, matching the company’s new image and enriched with content.

Each store has a dedicated page, the Concierge Page, where consumers can find all the information about the store: from the address to opening hours, from services to current promotions, right down to the products available in store, including the day’s recommendations, featuring three suggested dishes from the deli counter. Much more than a simple digital storefront, it’s a genuine bridge connecting the customer to the store.

The innovations to Sapore di Mare’s digital touchpoints led to a more than 50% increase in traffic generated on the Store Locator. What’s more, 65% of visits to the touchpoint come from Google, that is, from the organic search engine rankings of store and product pages and from Google Business Profile (GBP) listings.

“The RetailTune platform stands out for its ability to intercept users’ online purchase intent,” says Claudio Agazzi, CEO and Founder of RetailTune. “Thanks to our ability to create content that is relevant and easily digestible for Google, we can increase the online visibility of stores and products for local searches that include the brand name, but also — and more importantly — for searches that don’t. What I mean is that a user searching for ‘frozen fish shop Turin’ will find Sapore di Mare’s two Turin stores among the top results. The same goes for product searches, such as ‘frozen squid Venice,’ where the Mestre store appears in the top positions. All of this translates into greater online visibility and a consequent increase in foot traffic.”

Through RetailTune, managing the reviews left by consumers has also become simpler, and the commitment to providing a response and a service has become a daily constant. The platform’s recent introduction of artificial intelligence gave a further boost to the company’s responsiveness and speed: RetailTune has handled more than 35,000 reviews from GBP, also managing to raise the average rating across all stores from 4.2 to 4.3.

“We would like to thank RetailTune for the support we’ve received over these years, a period of strong growth and evolution for our brand.

We found in them the ideal partner to implement a drive to store and local digital marketing strategy aimed at communicating Sapore di Mare’s services and new commercial offering to all our customers, and especially to new potential customers,” says Roberto Mancuso, COO of D.i.mar. S.r.l.