RetailTune with Cisalfa Sport for successful Local Digital Marketing
RetailTune, a technology platform for Drive to Store and Local Digital Marketing, has been chosen by Cisalfa Sport, an Italian company that is a leader in the sale and distribution of clothing, footwear and equipment for sports and leisure, to boost the online visibility of its more than 150 stores and increase in-store traffic.
The collaboration with RetailTune stems from Cisalfa Sport's need to offer, at every stage of the purchase process and for every age group, a complete service that also includes clear, accurate and up-to-date information both in-store and online. Through the RetailTune platform, store data is kept accurate and up to date across all the digital places consumers check before visiting a store: Google Business Profile, Facebook Location, Waze, Apple Maps and Bing.
Centralizing the data and improving its quality has led to significant results in a very short time: over the past 5 months, views of Google Business Profile listings have more than doubled, and requests for directions have likewise grown by around 15% over the same period.
Among the touchpoints managed by the RetailTune platform is also the Store Locator, a tool fully integrated with the e-commerce site through a cartridge for Salesforce Commerce Cloud. In addition to the map showing all stores, each store has its own Concierge Page, a dedicated page and important digital showcase that helps increase the store's online visibility. Thanks to the platform's built-in local SEO capabilities, Concierge pages rank on Google for local searches.
Searching, for example, for “Cisalfa Rome”, the first page of Google is entirely occupied by Cisalfa Sport, showing the list of Google Business Profile listings for the stores in Rome and all the Concierge pages. Even for local category searches such as “Sporting Goods Store Turin”, Cisalfa Sport's stores rank among the top positions on Google.
Looking at the Store Locator's performance, the early results show that the direction taken is the right one: more than 1.2 million views in 5 months and an average time on page of more than 1 minute and 30 seconds. Furthermore, more than 80% of views come from the Google ecosystem (organic search, Google Maps, Google Business Profile listings, or paid activity).
“The goal of our technology platform – explains Claudio Agazzi, CEO and Founder of RetailTune – is to connect customers with stores by intercepting their purchase intent. Intercepting means grasping the possible online searches a consumer might make and ensuring the store is visible at that exact moment, offering the most appropriate and up-to-date information. In Cisalfa Sport's case, the careful, consistent work of the brand's entire internal team has made it possible to achieve significant results in a short time.”
“This implementation is just the first step of a roadmap that genuinely aims to close the gap between customers and our stores, within a true omnichannel logic”, comments Francesco Gasca, Group Digital Director of Cisalfa Sport. “We know how strategic it is to give stores the right online visibility and the right level of information in order to generate informed, aware traffic: now our customers can not only find the store closest to them, but also see a range of store-related information, such as opening hours, phone number, services offered, available collections, active promotions and reviews left by customers on Google. All store-related information is now managed centrally and consistently, both toward the Store Locator and toward Google Business Profiles and Facebook Locations.”