Primaedicola chooses RetailTune
PrimaEdicola has chosen RetailTune’s drive-to-store solution, purchasing it from Vodafone Italia, of which the company specializing in local digital marketing and drive to store is a certified partner. The PrimaEdicola brand, owned by m-dis Media Distribuzione S.p.A. (part of the De Agostini, RCS and Hearst group), is the leading operator in Italy for the national distribution of specialized press and publications aimed at the general public. The platform lets 15,000 Italian newsstands offer booking and delivery services for publishing products, payment of fines and postal bills, SIM card pickup and activation, pickup of orders placed on e-commerce sites, and the return of any items sent back. The partnership aims to increase the visibility of the commercial network across the main digital touchpoints users visit before going to the store.
The Retail 4.0 era highlights the growing integration between physical and digital in the consumer experience, showing how in-store purchases are increasingly preceded and influenced by online research. Retail today serves an increasingly curious, demanding customer base looking above all for an integrated shopping experience, whether they choose to buy on an e-commerce platform or find themselves in a physical store.
RetailTune fits perfectly into this outlook, offering an extremely innovative, customer-oriented service. Claudio Agazzi, CEO and Founder of RetailTune, explains: «Through the platform, we intend to offer m-dis technology and know-how, with particular attention paid to the service provided. The goal is to reach the user in real time, at the exact moment they come into contact with our touchpoints».
With RetailTune’s support, PrimaEdicola will be able to improve end-customer access to up-to-date, complete information about its network of newsstands, distributed centrally and consistently across every digital touchpoint through the platform. Addresses, hours, available services, campaigns and Drive to Store calls to action will be visible and regularly updated on Store Locator, Facebook Locations, and the Product Page.
The first step in this direction is the implementation of the Store Locator. Considered one of the most important touchpoints in the local customer journey, the Store Locator gives every PrimaEdicola outlet a dedicated page built with Local SEO in mind. The solution will therefore make it possible to rank the store among the top search engine results, relevant to the local online searches users perform, while also giving the customer all the information they need to get there.
Also planned is the integration of a smart widget on the Product Page that will make it possible to reach the user at the moment they are viewing a product online, showing them their nearest store and inviting them to go there through dedicated calls to action. The partnership therefore confirms the special attention paid to omnichannel and innovation, which have always driven RetailTune’s strategy.
«Technological evolution is increasingly and rapidly giving a new face to the Retail world as well; from this perspective, brands and retail chains are showing growing interest in studying user behavior».
Claudio Agazzi, CEO RETAILTUNE
What has happened over the past year has inevitably led us to reconsider proximity, and neighborhood stores in particular, with new eyes. Newsstands — small multi-service outlets with convenient opening hours, no lines, and an ever-wider range of products — are taking on an important role as a service to the community, and not only because they guarantee access to printed information, something recognized by national institutions, which allowed them to remain open even during the strictest lockdown periods.
«With e-commerce-related services growing 35% year over year, it has become strategic for PrimaEdicola to communicate with the end user more promptly, making all information about the newsstand (hours, address, active services, promotions etc.) available on the most widely used social platforms and to the standards that technology has by now accustomed us to».
Andrea Liso, CEO of m-dis
The health emergency has highlighted brands’ growing focus on precise, timely communication with customers regarding changes to their stores’ opening and closing hours. What’s more, in this scenario brands have quickly moved toward rolling out Loyalty & Care services, such as the BOPIS service (Buy online pick up in store), Curbside pickup (contactless delivery), Book an appointment (the ability to book an in-store visit). RetailTune offers a concrete, cutting-edge response to this need, giving brands important opportunities not only in terms of revenue, but also visibility and reputation.