Pittarosso and RetailTune together for an omnichannel project
ENGAGE.IT
PittaRosso, an established name in footwear, clothing and accessories, present across the country with around 200 stores, embarks on a path to enhance its stores together with RetailTune, an Italian company specializing in local digital marketing and Drive to Store strategies.
The project aims to bring consumers closer to stores by managing the online touchpoints consumers use to gather all the useful information before heading to the store.
The phenomenon of webrooming is, in fact, increasingly common among modern consumers, who are more fluid, more attentive, more omnichannel. According to an international study carried out by Google in collaboration with Euromonitor in June 2020, 73% of respondents said they were channel-agnostic. The main theme that emerged is that consumers expect an increasingly integrated experience regardless of the channel on which the transaction will be completed. We are witnessing a merging and hybridization of information and purchasing channels.
It's precisely with this omnichannel outlook that PittaRosso chose RetailTune. The collaboration aims to increase store visibility by creating new direct communication channels with the customer. Thanks to the platform, PittaRosso will be able to rely on centralized distribution of data across all the digital touchpoints of the local customer journey: addresses, hours, ongoing events, available services, campaigns and Drive to Store calls to action. This activity will make it possible to offer users information that is always consistent, up to date and complete.
The activities are varied: the creation of a new online Store Locator, optimized for local SEO, which geolocates the user and shows the nearest stores based on their location. A design in line with the brand's identity, mobile-first and user-friendly, that shows the information users search for most in an intuitive, immediate way.
What's more, the Store Locator gives each store a fully customized page called the “Concierge Page”, where, in addition to the main information (hours, address, contacts), strategic information that encourages users to visit the store will also be shown (promotions, services, events and reviews). The Store Locator is therefore an essential tool that, when used following the logic of the Local Customer Journey, leads to significant benefits in terms of in-store traffic.
Another relevant touchpoint in shaping the strategy is the Product Page, a channel that is often underestimated but represents one of the hottest points in the purchase journey. It is precisely here that, while the user is looking at a given product, RetailTune will show them the nearest store, along with the active Drive to Store CTAs. An important step, then, toward a more personalized and simplified user experience on the brand's website.
Additionally, the stores' online presence will be enhanced through centralized management of Google My Business, Apple Maps, Facebook Location and directory listings. These channels, in fact, form the stores' digital showcase, a single space in which to communicate to users not only information such as hours, addresses, and contacts, but also more specific information such as product availability, current offers or new collections.
To simplify data transfer even further and to inform users in real time, PittaRosso has adopted RetailTune's new B2B app, thanks to which each store can update its various information across all channels with a simple click.
“We're proud to work with PittaRosso, which has shown a great inclination toward local communication and a strong intention to make the user experience increasingly omnichannel” – says Claudio Agazzi, CEO of RetailTune. – Over the past year, retail has seen major changes, some positive and some less so; however, those who have focused their strategic actions on customer care and on improving the shopping experience will see significant benefits in terms of Loyalty and Community”.