Since figures show that 90% of in-store customers carry out web research before their visit, the first challenge for SFR was to rethink the relationship between the web and its physical stores, taking into account the specificities of the non-linear customer journey.
The next step for SFR was the launch of a project to improve its SEO strategy. The brand knew it needed a better way to surface in search results at customers' moments of intent, and then drive those customers in-store. Romain Rogister, Director of Signage and Strategic Projects at SFR, turned to Yext to find a solution that would allow the brand to manage all the information for the brands physical stores — across the brand's owned properties as well as third-party platforms — with the goal of improving search performance.
"These third-party platforms are important because they are a critical source of information for customers when they search online," Rogister says. "The challenge for SFR is to be visible on all of these platforms, and to deliver information in real time so that our stores stand out better during searches."