CASE STUDY

Web marketing for food wholesalers

AZIENDA:Centro Cash

CATEGORIA:Food industry and Ho.Re.Ca sector

Since 1975, Centro Cash has been operating in the wholesale trade of food and non-food products from major brands, continuing the family tradition of its founders.

The company’s main strength lies in its ability to offer a wide variety of products through an extensive retail network, all with excellent value for money.
Special attention is also given to the customer, with secure payment options and the implementation of loyalty programs.

RESULTS

In one year of collaboration, Centro Cash achieved, starting from scratch:

indexing and ranking on Google;
a steady increase in website traffic;
growth in information requests;
acquisition of new customers.

CUSTOMER SATISFACTION

“Right from the start, we saw visits and contacts thanks to the SEO work: with Cdweb, we worked in full harmony, increasing revenue and building customer loyalty.”

— LUCA DE PONTI

THE CHALLENGE

Web marketing for wholesale food businesses presents a particularly complex challenge.
In fact, beyond the intense local competition, it’s also necessary to outperform competitors operating directly online through e-commerce platforms.

Not only did we need to identify the right keywords to increase organic traffic, but also the best ways to boost returning traffic and retain users through the promotion of the group’s loyalty programs.

THE PROJECT

1. WEBSITE: AN EASY-TO-MANAGE PRODUCT CATALOGUE

The product catalogue constitutes a particular criticality of a food wholesale website.
Not only is it full of different elements and categories, but it also needs to be updated very frequently by staff not specialised in the use of online tools.

In rebuilding the website, we kept precisely these needs at the centre of every operation. The result is a catalogue that is easy and intuitive to manage, and can be updated quickly even by non-experts by entering a simple XML file.

2. SEO POSITIONING

The next step involved a series of on and offline interventions to improve the website’s positioning for keywords such as ‘food wholesale’, ‘food suppliers’, ‘food wholesale’, etc.
In particular, considering that customers are often local restaurants, we paid special attention to geolocalisation in order to achieve a strong presence capable of attracting new potential customers from the local area, and then to build their loyalty with the web marketing strategy.

3. LOYALTY CARD REQUESTS

The final point of the strategy was based onCRO optimisation.
Through a series of interventions that improved the interface, we created a series of navigation paths that, by means of Call to Action buttons, enabled customer loyalty by acquiring numerous new loyalty cards.

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