TOUCHPOINT
Gore-Tex chooses Retailtune for multibrand stores and product promotions
Gore-Tex, international leader in the production of waterproof, breathable and windproof laminate, chose RetailTune for an innovative project.
The Omnichannel passes through the multi-brand retailers. These are for Gore-Tex an important distribution channel of their own technology that is used in the production of clothes, shoes and accessories of the most prestigious brands. The starting point of the project is the willingness to offer an increasingly personalized service to the customer allowing him/her to live an unique and engaging shopping experience from online to offline.
The mission is to make Gore-Tex products available to customers in the nearest store. Furthermore, according to a Google search, 54% of consumers say that they do not find online information about the product they want.
RetailTune, a technological platform specialized in Local Digital Marketing, has created a strategic path aimed at increasing Gore-Tex products awareness through the involvement of 12 stores DF Sport Specialist. It has been created a reserved page for each store, the Concierge Page containing the main Drive-to-Store information: images, opening hours, contacts, but above all promotional activities such as campaigns and current events.
This represents a true change in the multi-brand world which involves services and tools designed for a concierge perspective such as the showcase (a dedicated space that shows 3 products in store) and the product catalog (a section containing all the available Gore-Tex products). Certainly, each store has its own showcase and catalog.
The user can see the articles divided in different categories, he/she can also ask for product information or booking them in store and filling in a form. This allows a direct and personalized dialogue between the customer and the store. The Concierge page also plays an important role for the user since Google Business Profile listings are updated with detailed information, Gore-Tex product catalog and Drive-to-Store communication posts.
The Facebook Location pages have been enriched with information and organic posts becoming a way to spread all paid advertisings on social media (Facebook and Instagram). In-store traffic campaigns have been launched to reach a geotargeted audience who viewed products and the nearest point of sale where to find them; all of that without exiting from the app. The same strategy has been set on Google where local campaigns aimed at promoting store locations have been activated on the Google search network, Maps, YouTube and the Display Network.
Martina Sansone, CMO of Retail Tune, affirms: “Thanks to the vision of Francesca Dal Bosco, Marketing Manager of W.L. Gore & Associati, and to the participation of DF Sport Specialist, we were able to carry out a complete strategic plan, using the main drive-to-store touchpoints.
The campaigns have reached over 8 millions of impressions achieving Geotargeting and increasing exponentially the views of GORE-TEX products and of the stores DF Sport Specialist nearest to the user. This is an amazing result achieved during the first ten days after the launch of the activity”. At the base of the strategy there is a solid local SEO activity that has allowed to optimize the Concierge pages for a proximity search related to products.
Francesca Dal Bosco, Marketing Manager of W.L. Gore & Associati, says: “The project shows how the key to success of the Drive-to-Store activities is the synergy between brands and stores. We must unite the resources and we have to invest together in the same direction creating new channels of contact with the user; this has led to concrete benefits for both parts in terms of optimization and reputation. This is the added value of RetailTune that helped us to keep highly improving omnichannel projects for our reality”.
Tomaso Bartesaghi, e-commerce Director di DF Sport Specialist, says: “RetailTune and GORE-TEX have allowed us to improve our B2C strategy by using an omnichannel approach. We are aware of the fact that our customers must be informed before in-store purchase, thus offering up-to-date information about products and store itself. For sure we keep following this direction. What makes us understand that this is the right one are the numbers: over 4000 calls in the 12 stores in the first 10 days and over 5000 requests for direction.”
🔗 Read the article on TOUCHPOINT TODAY 5th July 2021 - page 4