Pinalli increases conversion rate by 28% integrating Shopify Plus in their e-commerce

Pinalli was founded in 1984 as a perfumery offering custom services in Fiorenzuola d'Arda, where its headquarters are still located today. In the 1980s it specialised on skincare treatments quickly becoming a leading beauty retailer with over 70 points of sale across the country. In 2012 it was one of the first Italian companies in this sector to open an online store managed through a custom software. Supported by a solid digital marketing strategy, since 2018 it has focused strongly on e-commerce and its turnover has grown exponentially. Today Pinalli represents the epitome of excellence amongst the Italian multi-brand beauty retailers with an offering of over 40,000 products created by 350 different premium and indie brands meticulously selected from the trendiest emerging realities in this space.

In collaboration with Sintra consulting, Pinalli used Shopify Plus to achieve its strategic goals:

The Challenge

In May 2022, Pinalli’s new e-commerce platform goes online. The internal team had to manage the increase in sales volumes due to their omni channel campaigns on a growing number of consumers. Their main need was to manage the peaks of traffic on their e-commerce platform during the key moments of the season without jeopardising their marketing investments.

“Omnichannel marketing requires consistency and seamless organisation. Every single touch point needs to be integrated into a unique system that encompasses our e-commerce and offline stores. Click & collect, price lists, promotions, digital totems and logistics need to communicate in real time through a stable and efficient infrastructure.”

Daniele Rossetti, Pinalli e-commerce manager

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Solution

With the migration to Shopify Plus, Pinalli could manage traffic peaks with a stable, integrated and reliable platform. This increased conversions and improved the efficiency of their online marketing investments.

“Finally we can rest assured before the crucial moments of the year.” says Daniele Rossetti, Pinalli e-commerce manager. “We can now reap more opportunities just by focussing on our campaigns rather than on the infrastructure behind our platform. Shopify allowed us to grow the business and convert our users with the confidence that we have an ecosystem that can withstand major challenges.”

Results

Shopify Plus has allowed Pinalli to increase sales through their digital marketing campaigns and to integrate their data management platform. In a market that is moving towards an increasingly customised service, shopping experience and personalised offer are key growth drivers for a leading retail company in the beauty sector.