Mercatopoli opens 100 franchised shops, and uses Google tools to develop a reputation for drive and reliability
Selling used goods online is a well established market, so in order for franchised outlets to make an impact on sales, it is important to appeal as much as possible to clients and individual shops. Rather than taking a cue from the typically transactional high-street retailer selling new clothes, a more friendly approach works best.
This is exactly what Mercatopoli did. “There’s a two-way relationship between the people who are selling and the people who are buying, so trust is hugely important,” says Chief Executive Alessandro Giuliani.
The company uses Google MyBusiness to make itself easy to find, track calls and understand how much traffic the online business brings in to the store. “We also use AdWords and remarketing campaigns, all backed up by Analytics, and these tools have been very useful in giving us visibility without having to make a huge investment.”
The results show the effectiveness of these choices. “Partly thanks to Google, we’ve gone from a few franchised shops to 100 in just a few years. As a group, our turnover is growing by 7–8% a year, and Mercatopoli has seen a significant increase in sales.”
Partly thanks to Google, we’ve gone from just a few franchised shops to 100.