In Italy franchising represents an important segment for trade, accounting for 950 retailers and 51k stores (other 2k might be opened in the next 12 months) with 200k employees. Food (30% of total active stores), fashion (27%) and beauty care (15%) are the most profitable businesses.  

About 32,5% of franchisees is under 35, and this quota is increasing. Young entrepreneurs are particularly keen on marketing and have a clear strategy to reach new customers and make them loyal. That’s why more and more retailers are leveraging web and mobile technologies in a creative way, achieving sound results in most cases.  

Movibell is among the platforms that some retailers are testing. Its strength is the possibility to easily and quickly launch mobile proximity marketing campaigns, customizing contents to provide customers with something really unique and surprising.  

How does it work? Each store is a Channel, and it can be managed centrally (if the retailer publishes the same contents for all stores or a group of them) or individually (if the single store manager is given a certain autonomy). Contents may vary from the new product line to the ongoing promotion, from a video event to a sales coupon– the platform is open to any text or multimedia content which can be attractive and relevant for customers. 

By downloading the mobile app on the personal device, users walking at about 200 meters from the store will be automatically alerted of its presence. When deciding to follow the Channel, they will receive notifications and updates any time they’ll be nearby. And the store is not requested to install beacons or any other technology.