Storeis
Supporting the Brand in the evolution of Digital Channels
Founded in 1968 by Gerolamo Etro and based in Milan, Etro is today a luxury brand with a global reach that boasts recognition from consumers worldwide. Etro’s international presence is based on a multi-channel strategy that makes the brand’s offer available in various markets, starting with around 140 flagship stores in over 58 countries in Europe, the United States, Russia, the Middle East, and APAC. Milan, London, Paris, New York, Beijing, and Tokyo are just some of the capitals in which Etro holds a solid presence.
Etro’s distribution network also includes 20 travel retail outlets that extend the brand’s shopping experience to major international airports and a careful selection of the main department stores and multi-brand boutiques on the wholesale channel.
Finally, the online channel plays an increasingly central role in making the Etro experience accessible to the end user, with the directly managed ecommerce website currently operating in Europe, the United States, and Japan, flanked by a series of exclusive partnerships with the most important digital sales channels on an international scale.
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ClientEtro
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SectorLuxury Fashion
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Areas of ExpertiseDigital Intelligence, Martech, Consulting, Digital Marketing, SEO, UX & CRO
1. Goals
During the many years of collaboration between the brand and Storeis, multiple objectives have been defined from time to time, which have evolved together with the digital transformation path undertaken; the main ones concern:
- Assist the brand in its digital transformation through thorough strategic and operational support
- Help the brand in the evolution of the ecommerce channel, adopting new digital channels and improving both retention and acquisition of new customers
- Support the brand at 360° in digital marketing activities and in the most crucial phases of growth
2. Our Approach
The collaboration between Etro and Storeis was born in 2019, when we started a SEO consultancy project aimed at supporting the migration of the ecommerce platform from Magento to SFCC.
The following year, in 2020, we added a Digital Analytics stream to the project with the aim of consolidating the quality of the data and developing dashboards & reports useful for business analysis.
Subsequently, in 2021 we introduced User Testing sessions, aimed at optimizing the user experience on the site, identifying barriers and improvement points on the UX side.
Since the beginning of 2022, a consultancy activity has also been launched in the Marketing & Media field, thus completing the 360° collaboration on the project.
Over the years it has been possible to support the brand in its digital growth thanks to a strong synergy between company and agency with a view to partnership and integration of the work teams.
Here are some examples of activities carried out in these years of collaboration:
With the replatforming from Magento to Salesforce Commerce Cloud we were able to customize the user experience based on the audience. We have also created advanced dashboards and reports to view site performance and monitor specific activities such as email marketing
Attribution tools different from the “last click” standards have been identified and adopted in order to have a complete and real view of the weight of the various traffic channels.
Furthermore, together with Etro’s internal team, we have been carrying out a vendor selection to identify a CDP platform to customize user experience.
This approach, so round and integrated on different workstreams, has led to extremely positive results on all KPIs; in particular, it has resulted in a significant boom in traffic to the ecommerce site with a relative increase in revenue.
3. Key Wins
The wins obtained were many, in particular we achieved:
- Significant growth in ecommerce year over year:
+227% of revenue from 2019 to 2021
+170% of sessions from 2019 to 2021
- Strong orientation to Martech, with the adoption of increasingly advanced tools:
- Personalized user experience based on audiences (Salesforce Commerce Cloud)
- Report processing starting from the data of the CRM (via Salesforce Marketing Cloud)
- Exploration for the adoption of a CDP
- Attribution tool for analyzing user journeys
- Ecommerce has grown thanks to ongoing support in all major areas of digital marketing (SEO, UX & CRO, Marketing, Martech) and, above all, in crucial phases such as that of global replatforming.
