Storeis
Successfully approaching the US Market
Craftsmanship, attention to detail, pursuit of perfection: Santoni shoes express the excellence of Made in Italy.
The Marche-based company, founded in 1975 in Corridonia, today represents one of the international points of reference in the production and distribution of luxury shoes for men and women.
Through the online store, Santoni sells its creations all over the world. Its main markets are the United States, France, Germany, Italy, and the Netherlands.
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ClientSantoni
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SectorLuxury Fashion
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Areas of ExpertiseDigital Export, Communication, Online Advertising
1. Goals
As part of the global internationalization strategy, we prioritized the USA – currently the first ecommerce market for Santoni – with a dedicated full funnel marketing strategy, based on 3 main goals:
- Boost ecommerce performance by maintaining cost efficiency
- Increase traffic to the ecommerce website with quality sessions
- Enhance brand visibility by adopting a full funnel approach
2. Our Approach
Starting from an in-depth analysis of market trends, historical digital and business data, and the omnichannel commercial plan, we have created a weekly sales forecast and a detailed media plan by channel and by objective.
Once validated, we implemented ongoing online media campaigns and dedicated flights.
In parallel, we created real-time monitoring dashboards of the main KPIs identified as priorities to evaluate sales performance.
Thanks to weekly comparisons and constant optimization of the campaigns, we have achieved the results we initially set both in terms of sales and brand visibility.
3. Key Wins
At the end of 2022 we recorded excellent performances for all the KPIs relating to the US market, exceeding the objectives we had established in the annual forecast; particularly:
- +118% YoY revenue
- -13,5% YoY CPC
- ~ 23 years old total time of video advertisements viewed
- +21% YoY average frequency of adv exposure on social media
- +254% YoY social reach
