Smeg Design at the Heart of French People’s Expectations
Smeg, an Italian manufacturer of household appliances, has built their reputation on the reliability of their products and their unique design. Aesthetics are central to the Italian manufacturer’s products, and technological innovation is at the heart of their designs, all in service of making the kitchen a practical room where equipment’s function is a top priority. Smeg has a worldwide presence with 17 subsidiaries, and in 2018 had an annual sales revenue of nearly 50 million euros.
A brand known to design enthusiasts and present in several countries, Smeg has won over some French people by setting up a sales outlet in the heart of Paris. However, Smeg has a restrictive distribution policy which can make their products difficult to find.
Facilitate the buyer journey for intentional customers by giving them the right information at the right time and generating qualified traffic for their distribution partners’ channels.
Smeg's main site is one of the hubs of their communication ecosystem. As they do not have an e-commerce platform, Smeg wanted to enrich their non-commercial site to enable their customers to find their products more easily and facilitate purchases.
Relying on qualified traffic from the non-commercial site to generate intentional traffic to the partners' points of sale. Facilitate the consumers' journey and increase the volume of direct sales.
The results obtained with Click2buy
Internet users informed about the availability of products
consumers redirected to a distributor
of referrals were for home delivery
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