CASE HISTORY
MIROGLIO FASHION enriches its own omnichannel structure with retailtune
The eternal dilemma of retail between online and offline is solved “onlife” for Miroglio Fashion, thanks to the technological platform RetailTune.
Miroglio Fashion has accepted the omnichannel challenge by experimenting with new forms of communication and service inside and outside the store, with the goal of giving customers a shopping experience that is even closer to their expectations.
The first step was strenghtening the phygital experience, creating greater online visibility for stores and products, where consumers increasingly look for information before purchasing, regardless of whether it is made on e-commerce, marketplace or in store. An integrated communication model, that is capable of establishing a customized and local path to provide the community with a tailored shopping experience, has become an advantage also for in-store shopping. This is how Miroglio Fashion, thanks to the RetailTune platform, managed to enrich its digital approach, adequately supervising, in addition to the online funnel, also every digital touchpoint of the over 900 monobrand European stores of the Motivi, Oltre, Fiorella Rubino and Elena Mirò brands (Google Business Profile, Google Maps, Facebook and Instagram Location, Store Locator and Concierge Pages), with the aim of creating a dialogue between store and customer.
The results achieved by RetailTune
From the Google Business Profile listings’ management to the creation of store pages, the RetailTune platform allowed the Italian fashion group to increase the online visibility of brands, both for direct searches (linked to the brand) and for discovery searches (linked to products), and to encourage users to purchase in store through local and customized call to actions. The achieved results and the year-over-year improvements are significant: Store Locator views have increased by an average of 53% across all brands, and with them also the average user time on page has increased, now standing at over one minute and a half.
Also the results achieved with Google Business profile listings’ views are positive: the listings’ views have increased in double figures year on year and stand at over 26M over the last six months. Also the actions taken by users on listings, like website visits and calls, are growing; above all, get direction requests are growing, +68% compared to last year. An important figure for Drive to Store: Google says that 76% of those clicking on “Direction” will go to the store within 24 hours.
“The obtained results are exciting: for the Motivi brand visits to the Store Locator area have increased by 72% year on year, as have direct accesses, i.e. visits of those users who found the Store Locator as their first touchpoint with the brand. Direct accesses represent 61% of total, and this figure is significant for the importance of the store for local users. The entire project makes us proud!”, says Claudio Agazzi, CEO and founder of RetailTune.
“Nowadays consumers approach online and offline channels in an extremely fluid and hybrid way. It is our customers, even before our brands, who have truly become omnichannel: they move easily between the store and the web and want to be able to experience their purchases in a customized way – continues Valentina Sala, Digital & Omnichannel Director of Miroglio Fashion. “In addition to the quality of our products, we want to provide them with all tools and possibilities that digital technology offers to enjoy an increasingly smart and rewarding shopping experience”, concludes the manager.