PAMBIANCO NEWS
CONCIERGE PAGE: HOW RETAILTUNE REVOLUTIONIZES THE MULTI-BRAND DRIVE-TO-STORE STRATEGY. CASE STUDY: GAUDI’
CONCIERGE PAGE: HOW RETAILTUNE REVOLUTIONIZES THE MULTI-BRAND DRIVE-TO-STORE STRATEGY. CASE STUDY: GAUDI’
RetailTune, led by Claudio Agazzi, has created a dedicated page for each point of sale aimed at increasing the awareness of the brand through multi-brand stores focusing on two main tools: the Showcase and the Product Catalog.
Recently, the role of multi-brand stores inside the omnichannel strategy - based on the communication of the brand's products through the points of sale - has changed. A capillary network of mono-brand stores offers great opportunities to companies: it allows to create a place in which to valorize products, offer customers the best shopping experience, but above all it allows to increase the brand awareness.
Therefore, just as crucial as the mono-brand stores are the multi-brand stores which are an important pillar for product distribution and profitability, often representing a relevant share of retailers' turnover. It is essential to enhance them in strategic drive-to-store activities with mono-brand stores.
One of the greatest challenges for brands is to make the user's transition from online to offline fluid and to communicate that they can find the searched products in their proximity, both inside the mono-brand as well the multi-brand stores.
The concept of Concierge Page captures that contest. It is a real digital shop that puts the point of sale (company owned or franchise-store, mono-brand or multi-brand) in contact with the final consumer developing a dialogue that allows the customer to buy where he/she wants and whenever he/she wants: on line, off line or in a hybrid way.
The project consists of creating an information ecosystem capable of listening to users' tastes; making the brands be found when the user performs local searches; offering him/her the correct information enforced by in-target calls to action that encourages the communication between customers and point of sale.
The partnership with RetailTune deals with a common need for companies, even more in this period: contributing to the information management for its stores, creating a real interaction between the online and the offline, encouraging the dialogue with the final consumer and receiving feedback.
It is a complex area whose management is crucial for both parts, companies and customers.
The collaboration achieves excellent results both in terms of customer care and information management on online touchpoints.
On the one hand, the quick and complete replies to questions, reviews and comments made by users on the Google Business Profile listings has improved the customer-store relationship and their loyalty; on the other hand, the worldwide presence of stores on Google Business Profile has doubled the views of listings and the actions made by the users, such as the request for directions to go in store and the calls.
Claudio Agazzi, CEO of RetailTune, an innovative platform specialized in Local Digital Marketing and Drive-to-Store, presents this tool
"In RetailTune we are able to geolocate an user who observes a product on the brand's website and provide him/her strategic information based on his/her position: showing the nearest point of sale, both mono-brand and multi-brand. The new project is focused on increasing the visibility of the multi-brand stores. We have created a dedicated ‘virtual shop window’ for each store called the Concierge Page aimed at increasing the awareness of the brand and products sold in multi-brand stores. It consists of two main tools - the Showcase and the Product Catalog that show the brand's items available in shop. At the end of the year, there will be a new release with the possibility for retailers and multi-brand stores to sell products on the concierge page as well, even those not available in the store. Here's how we put omnichannel marketing into practice: integrating brands with local distribution. “
The first to believe in the project was Stefano Bonacini, President of Gaudì Trade s.p.a, who immediately identified its high potential and integrated the solution for the Gaudì brand:
“We are online with an ambitious project. Allowing the customer to buy anywhere, whether online, in a direct store or in multi-brand stores, represents for us not only an opportunity for growth, but above all it shows an open-minded attitude and the ability to change the way we consider brand-customer relationships. As we have mainly wholesale distribution model, the multi-brand is for us a strategic player. Together with RetailTune we have created a omnichannel project to valorize and enhance completely this model".
