Every day, retailers are faced with the challenge of ensuring brand consistency across the expanding digital landscape; brands need to manage an abundance of data. High street brands Schuh, Hunkemöller and Evans Cycles have recently chosen to work with Yext which provides a content platform. This enables brands to store information and brand knowledge, publish it accurately and consistently across the touch points which consumers use to discover local products and services. Improving consumer discoverability drives footfall to local stores and significant revenue opportunities.
Schuh, the branded shoe stockist, with 118 stores in the UK and Ireland, has tasked Yext with controlling its local Facebook presence and increasing its visibility in organic search. The brand knowledge published to Facebook will in turn affect Schuh’s search results in Google, as well as its presence across the digital universe. In addition, Yext Analytics will provide Schuh with greater insight into its brand presence helping it to shape its retail strategy and drive product campaigns through other important channels.
Clair Masson, Schuh’s head of eCommerce, said: “The way our brand is presented across the web influences so many customer purchasing decisions, and with an increasing number of store locations and an ever advancing digital landscape, streamlining the management of this process is essential. Yext provides us with a single and solid platform, which allows us to publish crucial knowledge on local opening hours and customer reviews. This in turn helps protect our brand integrity across the web. Since March 2018, Yext has made over 49,000 updates to our business data, to ensure high quality and consistent digital knowledge across the ecosystem to boost customer engagement. Following implementation, we have seen an incremental increase in Google Customer Actions by an impressive 35 per cent..
Evans Cycles, selected Yext to deploy a scalable solution to manage its local store listings and pages. This eliminates the need to manage the information manually. Evans Cycles can now run a centralised system of record to manage store information, allowing it to regain control and publish accurate and consistent knowledge. This boosts its local online discoverability and drives consumers to its stores.
For Hunkemöller, one of the largest international lingerie specialists with 830 locations across 25 countries, Yext will support the goal to double its physical footprint in 3 years, in providing a scalable solution to manage its brand assets. With a powerful brand image, and an abundance of rich content, Hunkemöller was keen to leverage this at the local level.
As part of this new relationship, Yext provides centralised management of Hunkemöller’s first and third-party reviews, with the added ability to evaluate through sentiment analysis and benchmarking. Additional features, such as Yext’s Intelligent Search Tracker and Competitive Intelligence will enable Hunkemöller to measure its share of intelligent search – how and when they appear in search results, and to automate the discovery of competitors and their performance.
Jon Buss, managing director UK and Northern Europe, Yext comments: “Retailers are horrified when they realise their data is inaccurate and inconsistent across digital touchpoints. Taking control of this is essential, so that the right experience is delivered to consumers searching for information. The wrong information can backfire on brands. The result is unhappy customers and a loss of sales. We’re delighted to be continuing our growth in the retail sector by solving these challenges.”
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