Pittarello uses the RetailTune platform to increase the online visibility of its stores
ENGAGE
Pittarello, a well-known chain of footwear, leather goods, and clothing stores with more than 60 locations in Italy and Austria, has chosen RetailTune, the platform dedicated to Drive to Store and Local Digital Marketing, to experiment with new forms of communication and service both inside and outside the store. The project’s goal is to increase the online visibility of stores and products while encouraging in-store purchases.
The first step was to strengthen the phygital experience, using specific tools to communicate with users on the digital channels they use most. In this way, thanks to the RetailTune platform, Pittarello is able to manage the touchpoints most visited by users, such as Google Business Profile, Google Maps, Facebook and Instagram Location, Waze, Bing, and Apple Maps, to encourage dialogue between store and customer. This is where store data is managed centrally and consistently, freeing the IT and Marketing departments from the burden of manual data entry. As a result, addresses, hours, images, and available services are always up to date and correct at every store.
In addition to managing Google Business Profile listings, the RetailTune platform also gives Pittarello the ability to quickly manage the reviews of all its stores from a single dashboard. To make the process even simpler, the platform has introduced the use of artificial intelligence, which generates tailored responses to individual reviews.
The project is completed by the creation of a Store Locator to let users easily find the nearest store, along with a dedicated showcase page for each location, enriched with addresses, opening hours, collections, available services, and reviews, which ranks at the top of search engines.
The RetailTune platform has allowed the Italian brand to increase its online visibility, both for direct and discovery searches, and to encourage users to complete their purchase in store through personalized local CTAs. An integrated communication model that manages to establish a personalized, local path to give the community a tailor-made shopping experience thus becomes an important source of advantage for the brand.
“The project has been active for just a few months, and the first results are already visible: Google Business Profile listing views increased by 210% compared to the previous year, as have online searches for the brand, which recorded a 116% year-over-year increase,” says Claudio Agazzi, CEO & founder of RetailTune.
“We are pleased with our collaboration with RetailTune,” says Luca Pittarello, E-commerce Manager of the group. “Another step toward unifying the physical and digital worlds, to ensure customers an ever more seamless and complete experience, and to give our staff the ability to manage different customer relationship touchpoints from a single platform.”