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Seconda Strada

Client

Seconda Strada

Services

Omnichannel Strategy

Industries

Fashion/Beauty

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About Seconda Strada

Seconda Strada is a designer clothing store that offers new collections, samples and stocks at discounted prices all year round. With 14 physical stores across Lombardy, Piedmont and Veneto, it also operates online through its e-commerce platform www.secondastrada.com. A fully Italian brand, Seconda Strada specialised in researching and selecting stocks and exclusive samples of prestigious brands, selling them to the public at discounted prices. Top brands include Guess, Fracomina, Yes Zee, Calvin Klein, Gant and many more renowned designers, as well as numerous private labels. Amongst the main strengths of Seconda Strada we can certainly mention the wide offer, also due to the weekly arrivals thanks to which customers are always offered new, different and trendy clothes.

Seconda Strada and SAY, together

The strategy for Seconda Strada

For the Second Road project, SAY implemented a holistic strategy to strengthen the company’s online presence and engagement. The initiative included defining an SEO strategy, producing targeted content for key categories, and executing off-site initiatives to expand reach. In addition, ad-hoc multichannel advertising campaigns were designed and developed.

SEO, SEO Ecommerce, SEO migration and website porting

ADV, CRO & UX

Link building and Digital PR

In Practice:

  • SEO Strategy

    To strengthen the company’s online presence and engagement, we implemented a comprehensive SEO strategy covering various aspects of digital marketing.

  • Production of targeted content

    We created specific content for key site categories, aimed at improving both the relevance and appeal of pages for users and search engines.

  • Off-site optimisation

    To expand brand reach, we launched off-site link building initiatives.

  • Multi-channel advertising campaigns

    We adopted a multi-channel advertising approach, with campaigns on Google Ads, Meta and local platforms to capture proximity searches.

  • Targeted Spotify campaigns

    During strategic periods such as Black Friday, we launched advertising campaigns on Spotify to increase visibility and sales.

  • SEO migration of the platform

    During the redesign process, we performed an SEO migration for the platform change from Kooomo e-commerce to WooCommerce, ensuring a smooth transition with no negative fluctuations.

The results of the strategy for Seconda Strada
+ 27 %

organic traffic

+ 21 %

of revenue

+ 48,8 %

of clicks from non branded queries

*data referring to the period January-May 2024, compared with the previous year’s results.

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Targeted and creative ADV campaigns

Our advertising approach was multi-channel: Google Ads, Meta, TikTok and local campaigns were deployed to capture proximity searches, along with targeted Spotify campaigns during strategic periods such as Black Friday. For visual support, SAY developed a customisable banner template for bi-weekly flash campaigns and produced dedicated banners for key promotions throughout the year. In 2023 and the first half of 2024, the activity focused on a thorough planning of the website redesign, with a focus on user experience and graphic renewal. During this process, we executed an SEO migration to transition the platform from Kooomo to WooCommerce. There was a continuous uninterrupted growth trend thanks to close cooperation with the developers and meticulous planning during the SEO migration to the new site in April 2024, without any negative fluctuations.

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