After a year since the beginning of the Drive to Store projects with Ceetrus Italy - one of the most important players in the real estate and sales industry, active in Italy with 50 shopping centers - and RetailTune, a company operating within the Local Digital Marketing Sector for Retailers, presents the numbers achieved by such a cooperation. The main goal of this partnership is to provide the users, in a quick and immediate way, with all the information "driving" visits to the shops: opening hours, addresses, contacts, but, most of all, events and promotions encouraging customers to visit any given store.
The different activities in store were the following: the complete revision and management of the Google My Business Tabs and the creation of a Store Locator for each of the 10 shopping centers, together with the management of the reviews and the questions arising from the Google My Business.
In particular, every shopping centre has its own Store Locator, with all the shops in it. Not only that, every store in the centre can make use of a dedicated webpage, optimized for SEO Local initiatives, with information such as: opening hours, addresses, contacts, descriptions, services, but, most of all, the specific promotions active in any given store. This allows on one hand to position the Store Locator amongst the first search results whenever users look for stories within it; on the other hand, to provide users with constantly updated and correct information.
After the end of the first lockdown, the Ceetrus Shopping Centers experienced a surge in their physical visits, itself a sign that consumers want to get back to shops and perform physical purchases. By comparing the values on Google Analytics during the May - August 2020 period VS LY, concerning the overall views on the store locator, the following increases were recorded: 171% for Adda Center SC, 120% for Rescaldina and Vimodrone SC, 95% for Fano Center, 86% for Casamassima SC, 74% for Neapolis and I Fenicotteri SC, 86% for Olbia Mare SCe 47% for the Porte Dello Jonio SC. The very same positive trend reflects on the store locator, having recorded a +585% for Rescaldina SC, +448% for Adda Center SC, +156% for Vimodrone, +93% for Fano Center SC, +78% for Neapolis and Olbia Mare, as well as +58% for Casamassima SC.
Concerning Google My Business, a +32% was recorded for discovery searches, that is to say the searches which allow to discover the GMB tab for any given SC when users look for store or a category similar to SCs. Such an index signals a constant SEO work intending to increase the positioning of Google My Business tabs for generic searches. A significant increase comes also from the goals due to GMB tabs, as the latter experience a +41% increase, which may also be connected to further visits to the SC.
This is a sound cooperation between RetailTune and Ceetrus Italy, which, by means of the strategic plan set up, intends to accompany customers during the whole of the Local Customer Journey, providing a steady and fully customised Customer experience on every touchpoint.