For almost 30 years, Liu Jo has been on a mission to combine Italian style with the finest possible materials, while championing the fashion industry’s shift towards greater sustainability.
Its success depends upon being able to showcase its collections through the most targeted and relevant advertising channels, which it has accomplished by tapping into unique solutions such as Highstreet.io’s expertise for Salesforce Commerce Cloud.
Founded in a well-regarded knitwear hub within the Emilia Romagna region in Carpi, Liu Jo began as a business run by two brothers, Marco and Vannis Marchi. It has since expanded into a range of prêt-à-porter lines, shoes, jewelry, fragrances and other accessories.
Now employing more than 800 people, Liu Jo Brand sells premium fashion and luxury products through hundreds of stores across close to 50 countries, as well as online.
When Liu Jo’s style-conscious customers aren’t browsing its stores, they’re most likely searching Google for must-have items or scrolling through social media platforms like Facebook and TikTok for inspiration. That means the company has to be visible in many places at once, providing the kind of product details that convert those browsing into active buyers.
Liu Jo opted to use Saleforce Commerce Cloud to power its eCommerce site, and initially implemented the platform’s standard built-in features to generate product feeds. Over time, however, generating and managing product feeds became increasingly complex and inefficient. With a product catalog that includes thousands of SKUs for example, generating feeds for affiliates, remarketing purposes and a wide variety of digital shopping channels took up to 17 hours. Moreover, what powered the customer journeys and transactional emails in Salesforce Marketing Cloud was abruptly and unpredictably halting.
This lengthy and demanding process was not only a drain on resources. It also put Liu Jo at risk of having product information be out of date and inaccurate. The company began to encounter a growing number of preemptive item disapprovals in Google Merchant Center, and was in danger of disappointing some of its loyal customers.
Liu Jo’s technology services team, Digital Boite, became aware via word of mouth about Highstreet.io’s reputation for providing product feed management solutions to leading fashion brands. This led to a consultative partnership where Highstreet.io deployed its proprietary cartridge that streamlines the integration between Salesforce Commerce Cloud and the brand’s product catalog.
Rather than using CPU-intensive processes that require massive calls to Salesforce APIs, Highstreet.io’s approach means Liu Jo can continuously synchronize product attributes that change on an ongoing basis. These include stock levels, pricing, shipping costs, promotions and customer segment data.
Thanks to this solution, syndication to digital shopping channels, including social media platforms, becomes more streamlined and entirely automated.
Since working with Highstreet.io, Liu Jo has experienced a transformation in its ability to promote its products across digital channels with speed, agility and efficiency. Some of the specific results include:
Before working with Highstreet.io, Liu Jo managed around 9,000 product feeds per country at most. By automating feed management through Highstreet.io’s Salesforce Commerce Cloud integration, that number increased to 23,000 products. This allows Liu Jo to offer a wider range of choices to online customers, giving the company more opportunities to effectively promote its collections.
Accelerating the product feed loading process allows Liu Jo to continue growing through remarketing advertising strategies, social media marketing campaigns, affiliate sales and Google Shopping campaigns based on product listing visibility. These improvements have also significantly reduced the workload of the company’s tech team, allowing them to focus on higher-value activities within the company.
Thanks to greater reliability in catalog data used to promote its luxury fashion products and accessories, Liu Jo is now able to strengthen customer loyalty and maximize the return on investment (ROI) from each advertising campaign. This increased accuracy and consistency of data allows the company to optimize the effectiveness of its direct email marketing strategies and achieve more significant results from every promotional initiative and automated campaigns, whether triggered by specific interactions on the Liu Jo e-commerce site or by the purchasing behavior of Liu Jo customers.
For consumers in Italy and beyond, Google remains one of the main ways people discover clothing, shoes, and other luxury items they’re interested in. The increased accuracy Liu Jo has achieved thanks to Highstreet.io’s Salesforce Commerce Cloud integration will ensure the company makes the most of the potential offered by the world’s leading search engine.
Black Friday is a key date in the calendar for many retailers, and Liu Jo is no exception. In 2022, the company found that implementing the solution provided by Highstreet.io helped secure a dominant position in Google’s search engine results pages (SERPs). This success translated into sales that accounted for over 13% of annual revenue during one of the most important shopping weekends of the year.
Before the integration between Highstreet.io and Salesforce Commerce Cloud, it was impossible to run multicountry Shoppable campaigns on Instagram. With Highstreet.io and the technical generation of three specific types of feeds (catalog-language-country), Liu Jo succeeded in fulfilling its long-standing goal of establishing a presence on such an influential and relevant channel as Instagram, boosting performance and increasing brand awareness by targeting the specific audience that visits and engages with this social network.
"The integration of Highstreet.io with Salesforce Commerce Cloud has positioned us optimally to achieve our eCommerce goals," said Stefano Pietrella, Head of Digital Marketing & Analytics Products in Liu Jo’s digital technology services team. "Equally significant was the exceptional support provided by the Highstreet.io team, which made the transition to this new solution much smoother. We greatly appreciated the responsiveness, attention, and patience dedicated to us—both before, during implementation, and afterward during assistance and maintenance".
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