Alviero Martini 1a Classe is an internationally renowned brand that embodies Italian style through its iconic Mappageo, a timeless symbol evoking a cosmopolitan, dynamic, and contemporary universe, enriched by an ever-evolving tradition.
Although it is famous for its leather goods, its assortment also includes clothing, footwear, and accessories for men, women, and children, as well as a home textile line.
Francesca Ronzio, E-commerce Manager at Alviero Martini 1a Classe, leads a dedicated team responsible for managing the website, e-commerce product offerings, logistics, and promotional campaigns for the brand.
Why Scalapay?
In 2021, Alviero Martini 1a Classe decided to expand its payment options by introducing Scalapay, a method aligned with market trends and the growing consumer interest in "Buy Now Pay Later" (BNPL). Scalapay was chosen precisely because of its predominant role in the markets where Alviero Martini 1a Classe operates, catering to customer preferences and anticipating their needs.
Our decision was not only driven by the desire to meet customer expectations but also by a strategic business objective: to increase the average order value and reduce reliance on non-electronic payments, which are often associated with higher return rates. Scalapay not only offers our customers greater payment flexibility but also enables us to optimize financial management processes and improve overall operational efficiency.
The results
Over the past two years (2022 and 2023), Alviero Martini 1a Classe's e-commerce has observed significant changes in customers’ preferred payment methods:
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The use of Scalapay has increased by 11% compared to traditional payment methods such as bank transfers and cash on delivery, which have seen a decline.
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50% of customers who opt for Scalapay are new customers to Alviero Martini 1a Classe who had never made a purchase on the e-commerce platform before.
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Of the total customers acquired in the past year, 10% are new customers from Scalapay, highlighting its appeal and ability to reach a new segment of consumers for Alviero Martini 1a Classe.
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39% of Scalapay customers in 2022 were returning users (who made at least two purchases).
Customers who choose Scalapay as a payment method also show a higher propensity for repeat purchases on the website. The seamless and accessible shopping experience encourages them to return for new shopping experiences.
Co-Marketing Activities
Scalapay excels in co-marketing collaborations with its partners, implementing a diverse range of strategic initiatives to increase brand visibility and actively engage consumers. Throughout the partnership with Alviero Martini 1a Classe, we have launched several targeted marketing campaigns centered around events or specific calendar themes, such as Valentine's Day, Mother’s Day, and promotional seasons like summer sales and Black Friday.
We have also contributed to amplifying the visibility of Alviero Martini 1a Classe’s marketing initiatives, such as free shipping on their continuous line, which was promoted on Scalapay’s portal and app through dedicated homepage banners.
Conclusions
Meeting customer preferences is crucial for e-commerce, and integrating Scalapay as a payment method for Alviero Martini 1a Classe has proven to be a strategic move that has delivered tangible economic results.
If you are interested in experiencing the benefits of Scalapay’s BNPL solution firsthand and discovering how it can maximize conversions and average order value for your e-commerce, contact us here.
