BENNET TRUSTS ALKEMY TO IMPROVE DIGITAL COMMUNICATION AND E-COMMERCE

With the COVID-19 emergency, the large-scale retail sector faced new challenges, which faced in an innovative way often proved to be opportunities. This is the case of Bennet, a leading company in the sector of hypermarkets and shopping centers that has 64 hypermarkets distributed throughout Northern Italy, which has decided to focus on digital and e-commerce by relying on Alkemy, the leading Italian company in the evolution of the business model of large and medium-sized companies and listed on the Mercato Telematico Azionario (MTA) - STAR segment of Borsa Italiana.

Alkemy has taken charge of Bennet's online media planning and management activities for 2020, with the aim of enhancing the brand's E-Commerce, corporate brand awareness and its initiatives. Multi-channel communication strategies have been adopted that redesign the user's costumer journey in a digital key, with a data-based approach and using Machine Learning systems.

Alkemy, in particular, has implemented an integrated tracking system, smart bidding (set of automatic bidding strategies that uses machine learning to obtain a better conversion rate) and reporting, to optimize performance and increase volumes . The activities also include the creation and declination of on-site and off-site creativity, i.e. those activities that take place inside (on-site) and outside the site (off-site), and monitoring of brand reputation . For example, starting from March, the project for the communication of the digital flyer started, with the aim of reaching new targets and increasing the capillarity on the brand's territory. Alkemy will also accompany Bennet in his ECommerce enhancement project.

“With the COVID-19 emergency, the large-scale retail sector has faced numerous challenges, which faced with an evolutionary vision, are proving to be accelerators of change towards the future. The key is the redesign of the user's customer journey that evolves in a phygital logic: on the one hand, the consumer uses digital to make use of safer purchasing services (for example, home delivery, pick & drive, etc.), and from 'other plans the experience in the store as a real event for which it is necessary to arrive "prepared", inquiring online, leafing through the digital flyer, making the shopping list "said Enrico Meacci, Managing Director of Alkemy. Vincenzo Ertini, Client Director of Alkemy added: “Starting from the month of March we have designed and created online media plans dedicated to the communication of Bennet's digital flyer with the aim of intensifying the capillarity on the territory, making the experience of browsing the digital flyer similar to the experience of the paper support, reaching new audiences more used to the use of traditional media, through cross-media implementations (eg Addressable TV, audio spots on digital streaming platforms) ".

“The scenario we are facing has irreversibly changed lifestyles, consumption patterns and the way of communicating, inquiring and entertaining. For this reason, Bennet has decided to invest in the development of digital communication by modifying its strategy and has chosen Alkemy, a leading partner in the construction of digital transformation models, to achieve a change that wants to be lasting over time "said Simone Pescatore, Head of Marketing & Communication of Bennet.