KiKo Milano with RetailTune to strenghten the phygital experience

KiKo Milano with RetailTune to strenghten the phygital experience

The well-known Italian beauty player turns to the specialized platform to increase the visibility of its products in store.

The golden moment of online shopping will not lead to the decline of in-store purchases, the omnichannel strategy will be increasingly successful and rewarded by customers. The physical store is still the place where the majority of purchases takes place; it is expected that in 2024 75% of total purchases will be in store. Kiko Milano is well aware of this and has implemented all useful strategies for a customer centric shopping experience: it worked online bringing the physical store to the digital to join the two worlds towards a phygital approach.

To centralize all data, manage and spread them across all touchpoints, Kiko Milano relied on RetailTune, a Drive to Store and Local Digital Marketing Saas platform. The first step was the claiming, management and optimization of Google Business Profile listings, then work was done on e-reputation by managing all listings’ Q&A and reviews. All this immediately gave the first results: a reviews’ rating increase together with the listings’ visibility for unbranded searches. Once fully operational, work was done on the new Store Locator and on Concierge Pages, the core of the Drive to Store strategy. Every store has its own digital showcase: a beautiful image, address, opening hours, contacts, services, staff and an area to communicate launches, innovations and make up services, make the Concierge Page an extremely interesting place for consumers, who spend more than a minute on the page on average.

“The results obtained during the last year – explains Martina Sansone, CMO of RetailTune – confirm the vision we had at the beginning of the project: a coordinated and updated management of the touchpoints seen by users before going to the store increases store and products visibility and store visits. Now Store Locator visits have doubled compared to the previous year, and with them also first accesses to store pages. This shows that the pages are positioned on Google for local searches, controlling the first organic results of the search engine. At the same time, Google Business Profile listings’ views and actions, like get directions and calls, have increased in double figures. They are all clearly Drive to Store actions”.

Dario D’Ingeo, Global retail supervisor of Kiko Milano, echoes her: “We keep on strenghtening the online visibility of our stores, after the optimization of Google Business Profile listings we focused on renewing the Store Locator. We know that visitors who consult the Store Locator are potential customers with a high purchase intent. It is important therefore to ensure that they find all make up services available in store, news, innovations, and information regarding our brand and our staff. These two tools are fundamental for us to improve online user experience and have a direct impact on Drive to Store.”