Roberto Piraloff is an Armenian clothing and shoe retail company that was founded in 1991. It’s a leading brand in the local market that offers high-quality men’s and women’s fashion items. The company has stores in Yerevan as well as an e-commerce shop for shoes and other accessories.
Similar to other businesses, Roberto Piraloff was also affected by the COVID-19 pandemic and the limitations that it led to. On March 17, 2020, as the government of Armenia declared an emergency situation, the brand had to close all its stores and move the sales to the digital realm. Given the fact that people were spending more time on social media networks to read the news, for entertainment or to stay connected with friends and family, DMS took upon itself to use social media marketing (SMM) to drive traffic to Roberto’s website and grow sales.
Promote online shopping
COVID-19 pandemic changed the nature and working methods of many companies. For the retail industry, online shopping became the only method of maintaining at least some portion of sales. So, the main task of our team was to promote the online shopping of Roberto Piraloff. The main tasks were to a. introduce the e-commerce shop of Roberto and b. sell products.
The clientele of Roberto Piraloff is very diverse and so is their experience with online shopping. So, there was also an additional piece of work - explain how to shop online (e.g. terms and conditions, delivery, etc.) and integrate support.
The very first step of our team was to develop a social media strategy for Facebook and Instagram which included creating posts (design and copywriting) and setting up and managing ads.
We helped Roberto Pilaroff to create and promote discounts, special delivery options as well as a virtual guide that explained how to shop online. The guide came with instant messaging apps such as Viber and Whatsapp (these are the most popular ones in Armenia) so that the customers have support in all the stages of the buyer’s journey. These messaging platforms also allowed direct communication with the target audience and the persona approach helped convert the visitors and prospective clients into buyers.
To further promote the online store, we set up the following ads:
The primary targeting strategy was to use the key demographic factors such as age and gender as the selection of Roberto Piraloff is very diverse and everyone regardless of their age and gender can find something they like.
DMS also employed retargeting, to redirect people who have initiated a checkout but had not made the final purchase to the website to complete the purchase. As an additional incentive, we offered them complimentary items.
Cross-selling and up-selling have proved to be excellent methods for Roberto Piraloff to increase online sales.
From the official lockdown until 20th of May, the social media campaigns and ads by DMS resulted in