Le Creuset partners with SOCi to manage Listings, Social, and Reviews to increase their unique products’ online presence. “Our definition of marketing success is one hundred percent in-store traffic. Our products are manufactured to be the best. Because of that, once a customer crosses the threshold of a store, we can trust our store teams to convert.” said Le Creuset Commercial Marketing Manager, Melissa Fuller. “Using SOCi to increase our search, keyword rankings, views, and directions to drive more people in-store was a significant achievement.”
Le Creuset uses the SOCi platform to see what consumers are most interested in and what they search for in different regions; this data informs their overall marketing strategy. Partnering with SOCi allows Le Creuset to empower district and retail managers by providing access to marketing data they can use to make changes that immediately impact their local sales. Being able to upload photos of local stores on Google Business Profiles to test what store and product layouts perform the best proves team members at every level can use localized digital marketing to impact Le Creuset sales.
The company also showcases positive Google reviews they receive in localized marketing email campaigns to customers. “It’s like leaving a breadcrumb trail to the stores,” Melissa said. Le Creuset insists on being the best in class in how they respond to reviews, and SOCi provides the ability to efficiently prioritize responses to rectify low-star and negative reviews.
The corporate team shares Google reviews company-wide, a practice that has now become part of company culture. SOCi made it possible for Le Creuset to make localized digital marketing easily digestible for field leadership to help them understand what they can do to make changes that increase their own sales.
“We have direct correlations between our increases in store traffic and the localized digital marketing efforts we have set up with SOCi. Company leadership and district and regional managers know that SOCi is rooted in data and that we share that data with them to stay connected,” said Melissa.