With six flagship boutiques in Italy and abroad, an e-commerce channel, and a phygital concept lab at technology’s leading edge, Coltorti is more than just a luxury fashion store. Such a unique retailer needed a unique marketing platform to get to know its customers on a deeper level, engaging with them over time and encouraging conversions through customised digital shopping experiences.
Coltorti, a boutique with strong local roots, started an important digitalisation process in 2015 when it opened an international e-commerce site. It then took things a step further by creating the innovative phygital concept lab, an integration of online and offline elements in an interactive space which encourages sales through mobile multimedia instruments (IoT).
Having an open mind about the digital world and a customer-centric philosophy guided the creation of marketing programmes which follow luxury goods consumers throughout the customer journey and accompany them as they shop, generating different messages according to the characteristics and the behaviours of the cluster they belong to.
Adopting Contactlab Marketing Cloud suite reinforced the retailer’s outreach programme with a platform that allows it to get to know the customer inside and out, tracking his/her shopping habits over time and thus identifying and proposing the best offers according to the user’s actions each session. Because it’s easy to use and includes an API-based infrastructure which can be integrated with third-party systems, Coltorti was able to integrate the Engagement Marketing platform products in just 32 days, entirely on its own.
We created modules to respond to the client’s specific needs: more knowledge about consumers, thanks to the creation of digital identities and the merging of data into one central location; segmentation by demographics and behaviours in order to select dynamic clusters; and customised messages with responsive templates that are in-line with corporate guidelines. The adoption of deliverability best practice ensures constant improvement when communicating with customers.
The close collaboration with Contactlab during the initial phase, united with Coltorti’s ability to integrate the products with its own systems, resulted in a successful project which has international value and is sure to positively influence the brand’s sales performance, encouraging greater customer engagement through direct digital marketing campaigns.