The Leather Goods Association supports specialist retailers with an innovative platform solution
With more than 350 retail partners, GOLDKRONE is the largest association group of leather goods retailers in Europe. The members are in the DACH region, Belgium and the Netherlands. Together, they tap into a market potential that helps everyone in their daily business. The association supports its specialist retailers at all levels with intelligent solutions that would not be possible for single entities to achieve on their own.
In the latter, the Mainhausen-based GmbH now counts on the support of the retail marketing platform socialPALS, which acts as an interface between brand and retail and is intended to offer specialist retailers a new service. Centrally controlled online campaigns can be played out automatically at the push of a button, increasing the digital reach and, thus, ultimately the customer frequency in the respective local environment of the leather goods retailers. This targeted, regional approach minimizes wastage and communicates the brand message to end customers in line with the CI. A win-win situation for all involved!
First Mover Goldkrone gives offline association a digital face
With the use of this software solution, which is not yet established in the industry, GOLDKRONE is thus a first mover and is giving the association and its trade partners, who have so far operated mostly offline, a digital face. The decisive factor for this courageous step was the constant search for innovative ideas in the sales concept and the desire to permanently offer the members a helpful tool for marketing the products – which was gratefully accepted in view of the current times of crisis. Also because the implementation does not require any additional effort – traders have got it made and benefit immediately.
During the kick-off campaign in March of this year, almost all selected leather goods retailers immediately agreed to participate. The demand for support in effective, digital marketing measures was high in many locations. This was followed by more successful socialPALS campaigns with well-known manufacturers such as EastPak, Travelite, Vaude and Deuter. The currently active Christmas campaign also got off to a promising start. It presents various brands via generic posts and ads on the social media channels of participating retailers, informs about new collections and provides inspiration for gifts. The local reach of the posts is further increased by the likewise fully automated deposit of advertising allowances.
socialPALS: minimum effort, maximum impact!
The initial effort to get both the sales force and the retail trade to use the platform’s functions becomes relative when the innovative digital strategy is continued. After registering once, every leather goods retailer can start follow-up campaigns at the click of a button and is always supported by the friendly and competent socialPALS support team in case of technical questions. Further campaigns are therefore already planned for the coming year – the first one about buying school bags is already in the starting blocks.
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