Yext: How Calzedonia generates sales conversion and “drive to store” thanks to Google queries

With 5,000 stores in 55 countries in the end of 2022, optimizing its visibility on digital platforms is a strategic challenge for the Calzedonia Group. In an exclusive talk with mind Retail, Davide Ambrosini, IT Web Marketing Coordinator, explains the initial deployment of Yext over 8 brands. This has led to a 50% jump in search views on Google and annual savings of €900,000 in staff time.

Through Sophie Baqué. Published on 03 February 2023 à 10h56 - Update on 03 February 2023 à 17h38

The context

With the rise of online sales and increasingly omnichannel customer journeys, the Italian retailer Calzedonia (fashion brands Calzedonia, Intimissimi, Signorvino restaurants…) is facing a challenge in managing data on digital platforms. “Until August 2019, we used a Google My Business account to access the Google listing of our 4,800 stores (today we have more than 5,000)”, explains Davide Ambrosini, IT Web Marketing Coordinator based at the group’s headquarters in Verona. “As we were updating the store operating data manually, like opening hours or any refurbishment closure on Google, this created a risk of error and delay.…

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