Successful drive to store initiatives have been achieved by Dan John as a company, thanks to RetailTune, a firm specialised in Local Digital Marketing strategies for Retailers. After approximately one year of cooperation,
the numbers achieved by John Dan, an Italian male clothing brand with a network of more than 100 single brand shops, bear witness to the commitment taken and the work carried out together with RetailTune. Maximising the online visibility for this brand, by managing every digital touchpoint the customers usually interact with: this was the main goal that both Dan John and Retail Tune had set. Store Locator, Google My Business, Facebook Locations and Apple Maps:
all touchpoints have been managed unitarily and centred directly on the RetailTune platform.
The centralised distribution of data allows to provide users with up-to-date and complete information in real time, therefore enhancing Store traffic: not only opening times, addresses or phone numbers, but also dedicated events and services.
12 months since the cooperation with RetailTune started, within the January-February 2020 period, compared with the same period of 2019, the Google My Business channel recorded a +512% increase in discovery searches, that is to say the searches where users enter a product or category similar to the one the brand belongs to.
The views of store tabs experienced significant increases as well: +187% for research views and +744% for Google Maps views. An important sign of growth comes from the actions users perform on tabs: there was a + 135% increase in the clicks on the phone number and a +240 growth for the clicks on directions.
Such results are the consequence of the constant review, management and optimisation work performed on the Google My Business tabs by RetailTune for each store owned by the brand.
Some positive data also came from the Store Locator, an important touchpoint in favouring the shift of customers from online to offline. Within this, every store has a dedicated webpage, which follows the SEO Local structure and contains all the information needed to have customers visit the stores: opening hours, addresses, reviews, the available services, images, descriptions, phone numbers, but, most of all, the CTAs concerning events or promotions which may spur visits to the stores.
In the reference period, January-February 2020 vs January-February 2019, the Store Locator has recorded an increase of 191% for the page views and 770% for direct accesses.