PAMBIANCO NEWS

Kiko Milano investing in omnichannel with RetailTune

Kiko Milano is a clear avant-garde example for the management of customer service, thus one of the most important beauty retailers in the world. Its main goal is to give the customer a central role: the customer centric strategy and the loyalty are the basis of the success of Kiko Milano.

The retail strategies follow this direction, in a continuous evolution towards the experiential shopping and the omnichannel. Nowadays the store becomes not only a place for entertainment, full of emotional moments and engagement, but also an information channel.

For this purpose, Kiko Milano has chosen to collaborate with RetailTune, company founded by Claudio Agazzi in 2018, whose mission is to manage all digital touchpoints, provide detailed and updated information to the final consumer and create the most suitable tools for a strong purchase relationship between the store and the customer. This activity involves international players from different sectors: fashion, food, services and beauty.

The online information regarding local stores are often redundant, wrong and incomplete. Modifying and updating this data gives added value to the customer in terms of online search. The customer journey is ever more complex. Therefore, it is really difficult to understand what happens between the first input and the final purchase. The studies highlight that normally the users is looking for the information not only before going to the store, but also within the store itself.

In this context, a coherent and coordinated presence of the brand on online touchpoints is essential: providing information about opening hours, stock and services availability, listening and responding to any requests play an important role.

For this reason, Kiko Milano keeps developing new engaging strategies with users choosing their products, through new technologies, continuous innovation and exclusive experiences online and in store channels.

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.

“Online searches impact 90% of in-store purchase. Therefore, Google Business Profile becomes a strategic asset for a retail reality like ours – said Dario D’Ingeo, Kiko Global Retail Supervisor-.

The management of the information and the use of RetailTune platform as additional communication touchpoints are leading to excellent results and contributing to drive-to-store.

The review management is essential as well – he added-: 70% of costumers read the reviews before buying a product and they may change their purchase habits whether the feedbacks of other users are positive or not”.

“We are proud to collaborate with Kiko Milano, not only for the international prestige of the brand, but above all for the professionalism of its team that is positive regarding the local digital marketing dynamic and store-customer relationship - explained Claudio Agazzi, founder of RetailTune- Thanks to Kiko Milano we have developed a strong Drive-to-Store strategy managing almost 900 Google Business Profile listings through RetailTune platform, updating the most important store data, as opening hours and images. An intense work that has distinctly rewarded us”.