Going from local to international: the tradition of the Giglio family in an online era of social proof
In an increasingly global and digital market where attention to detail and customer care have often given way to the numbers and revenue of a company, combining tradition with innovation has become one of the toughest challenges for companies to tackle.
This case study was written by Marta Zugliano and Stefano Cruciata
Giglio (the historical fashion brand named after the family that still owns it to this day) knows well that in order to win this challenge, it is fundamental to utilize the Internet as a space where they can interact with their customers as more than an additional display for their products. Experiences, information, ideas and emotions meet and merge with each other in this virtual place, breaking the boundaries of time and space. In the end, a feeling of trust with a truly authentic flavor should be woven together with a strategic mindset that is current and innovative.
Because of this awareness and in order to better communicate with their worldwide audience, Giglio has decided to partner up with Trustpilot to assess the level of satisfaction of their customers, and to maximise their e-Commerce performance.
Overview of results obtained through the use of Trustpilot’s TrustBoxes
How Giglio uses Trustpilot’s features and integrations
Thanks to the strategic use of Trustpilot’s platform and services, Giglio gives their customers the possibility to talk publicly with them through reviews. This provides the business with valuable customer feedback they can show and use in their marketing emails and SERP ads. For example, Giglio has seen an incredible 20% click-through rate increase in the AdWords campaigns that showcase the Trustpilot stars.
Giglio has managed to harness the synergy between elements and functionalities provided by Trustpilot, such as the TrustBox widgets, to build trust and to improve its e-Commerce performance:
Just by positioning the TrustBox Horizontal on their checkout page, Giglio reminds their visitors how trustworthy they are in an elegant yet effective way, thus managing to turn more potential clients into actual ones.
The widget TrustBox in the shopping cart page
Thanks to this simple integration, Giglio has managed to increase their conversion rate by 7% (as shown by these A/B test results from the shopping cart page).
A/B test results about the usage of the TrustBox
Another key widget in Giglio’s marketing strategy has been the TrustBox Newsletter, which Giglio implemented throughout their communication. In this case, the A/B test results have also shown an increase of the click-through rate by almost 10%, especially when it comes to all emails Giglio sends to their potential customers.
Thanks to this powerful tool, Giglio showcases their star rating in email marketing campaigns and transactional emails, thereby applying the power of social proof when it’s most needed.
The widget TrustBox Newsletter in Giglio's email
Not only reviews, but a constant and customized support Among the features of Trustpilot Giglio appreciates the most, the API’s ease of integration is definitely at the very top of the list. Thanks to this option, Giglio’s CRM - which is managed and constantly updated by their developers - can easily and directly connect with Trustpilot’s platform via intelligent algorithms. This allows Giglio to stay connected with both systems on a daily basis while collecting valuable information from reviews.
The power of reviews and the technological strength of the integrations do run the risk of becoming stagnant if they aren’t constantly supported by ad hoc communication strategies and excellent customer service. Which is exactly why Giglio has decided to directly involve their communication department from the very first steps of setting up their Trustpilot account. The process then moves on to their Marketing and Customer Care departments, who take care of Giglio’s customers and their reviews.
Because of the way in which Giglio manages their flows of information and thanks to the support of Trustpilot’s account managers, this setup not only helps the company grow, but also enables Giglio to understand which aspects of their business can be improved, and what the biggest challenges are for their customers.
From a small shop to a joint-stock company, the story of Giglio’s family has roots that run deep in their past and traditions, but it is also a story that allows them to look to the future in an innovative way with the help of a trustworthy partner like Trustpilot. In a universe like the Internet, it’s not enough to simply be present: “To listen and interact with the customers” are the new keywords of doing business. It’s in this space where tradition and innovation will continue to meet, and where Giglio will continue to find its sweet spot.