G-Star Raw reports improvements in online discoverability

Netherlands-based fashion retailer G-Star Raw said today (20 January) that it has increased its number of online clicks by 16% since implementing a new strategy at the end of 2016.

The retailer, which has stores in the UK, attributed the upturn in discoverability among web shoppers to its partnership with online brand management company, Yext.

G-Star Raw collaborated with Yext to update its information across more than 150 online publishing platforms, including Google, Amazon Alexa, and Facebook. In the 34 months following the start of the partnership in December 2016, the retailer reportedly achieved 1.5 million clicks to its online listings.

Yext’s Search Experience Cloud product enables G-Star Raw to manage online information about more than 350 locations across 39 countries from one place, and the retailer uses the platform to update 324,000 location listings.

G-Star Raw also uses Yext to centralises its 19,000-plus online customer reviews, giving the business a complete picture of what shoppers are saying about the brand on the internet.

Chiara Klamp, head of global omnichannel at G-Star Raw, commented: “There have been dramatic changes in the retail landscape in recent years, and we needed to move quickly to harness the change in consumer behaviour.

“‘Near me’, mobile, and third-party searches are becoming more and more prevalent, and having reliable and useful information online was key.”

She added: “Previously when we worked with franchise partners a lot of our data was uploaded by third parties, creating serious inconsistencies in our business information.

“We needed a partner that helped to update our information everywhere and to boost our discoverability for local search.”

Headquartered in Amsterdam, G-Star Raw operates its own stores or a wholesale presence in 58 locations across the UK, including Westfield Stratford City, Sheffield’s Meadowhall shopping centre, and London’s Oxford Street.