Nicolas uses the Uberall platform to boost the digital presence of its 570 stores in France and abroad (Switzerland, England, Spain, and more). The goal is to make sure anyone looking for a good bottle of wine can easily find the nearest Nicolas store.
A primary marketing challenge for Nicolas is boosting brand awareness, both domestically and abroad. Uberall proves to be an invaluable tool in this effort, enabling large-scale dissemination of accurate and up-to-date information about the brand's stores.
Navigating the Evin Law
The Evin Law in France imposes strict limitations on the promotion of alcoholic beverages. As a result, it becomes crucial to ensure flawless communication across all other channels. This is where Uberall excels: it updates crucial information about the brand's stores (such as hours, special offers, etc.) simultaneously and accurately.
A French Brand with Global Aspirations
While Nicolas enjoys a strong reputation in France, the international market presents a different challenge. Here, Uberall proves indispensable. "It helps promote our products and extend our reach," says Christopher Hermelin, CMO of Nicolas. Uberall enables Nicolas to connect with a new audience and bolster its brand image on a global scale.
Capturing an International Audience
The challenge extends to navigating emotions and cultural differences: internationally, most consumers purchase wine in supermarkets. Nicolas faces a dual challenge: gaining recognition from foreign consumers and demonstrating its added value over competitors.
Once again, Uberall proves to be an invaluable ally, leveraging partnerships with major directories (Tripadvisor, Alexa, Apple Maps, etc.). Recently, Nicolas expanded its presence on Apple Maps through Uberall's partnership with Apple, aiming to reach the one billion iPhone users worldwide more effectively.
Generating in-store traffic
With 99% of Nicolas's revenue generated offline, attracting more traffic to the stores is a key challenge for the marketing teams. At Nicolas, it's estimated that 1€ invested online generates an average of 10€ in-store revenue. Customers don’t just walk in by chance—98% of people who enter the store leave with a product.
Simplifying the equation, 1 click on directions equals 1 sale. Uberall has significantly contributed by increasing the rate of clicks on directions by 9.6% from the last quarter of 2022 to 2023, highlighting the importance of investing in effective marketing tools.
Digital word of mouth
Brand awareness and reputation are incomplete without considering customer reviews, which have become the new form of word-of-mouth in the digital age. Tracking and responding to all online customer reviews manually would be impossible for Nicolas.
Today, the brand responds to 100% of its reviews without comments, thanks to Uberall's automatic responses. This offers a dual benefit: consumers appreciate seeing that Nicolas values their feedback, and search engines boost the ranking of the brand's stores.
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