Introduction: PEDRO – A Leading Fashion Footwear and Accessories Brand in Vietnam

Founded in 2006 in Singapore, PEDRO is an internationally recognised fashion footwear and accessories brand established under the CHARLES & KEITH Group. Over the years, the company has achieved significant milestones through its international retail expansion, development of men’s and women’s collections, and growing emphasis on digital shopping experiences. Its product portfolio includes formal and casual footwear, handbags, wallets, belts, and contemporary fashion accessories designed for style-conscious consumers. Beginning with its first retail store in Singapore, PEDRO gradually expanded its international presence across Asia, the Middle East, and other markets, establishing itself as a recognised destination for modern fashion consumers. Over the years, PEDRO has strengthened its brand identity through minimalist designs, premium retail experiences, and collections that balance functionality with fashion.

In Vietnam, PEDRO established a presence in the competitive fashion retail market, attracting style-conscious consumers seeking premium footwear and accessories. Guided by its philosophy of modern elegance and effortless sophistication, PEDRO has continued strengthening its global identity through minimalist designs, seasonal collections, and premium retail experiences. With stores operating across multiple cities, maintaining accurate business information, strong local search visibility, and consistent digital engagement became increasingly important.

Challenges: Strengthening Digital Visibility and Retail Customer Engagement

Despite being an internationally recognised premium footwear and accessories brand, PEDRO identified several opportunities to strengthen its local search performance and improve customer engagement across Vietnam. As the company continued developing its multi-city retail presence, maintaining accurate digital information and converting online searches into meaningful store interactions became essential for supporting sustainable growth.

1. Improving Store Information Accuracy Across Multiple Cities

One of PEDRO’s primary opportunities involved maintaining consistent business information across its retail locations. Individual stores appeared on multiple digital platforms, including Google Search and online maps, where customers accessed addresses, contact details, operating hours, and product information. Variations in these details created opportunities for greater standardisation. PEDRO recognised that establishing a unified digital identity would improve customer convenience, strengthen brand consistency, and ensure that shoppers searching for nearby stores received reliable information.

2. Expanding Visibility for High-Intent Fashion Retail Searches

The increasing use of mobile search among Vietnamese consumers created valuable opportunities for PEDRO to improve its local discoverability. Customers frequently searched for “shoe store near me,” “bags store near me,” and location-specific footwear retailers when considering purchases. However, search visibility varied across cities and commercial areas, limiting the brand’s ability to capture every relevant customer interaction. Strengthening hyperlocal keyword targeting would allow PEDRO to improve its relevance in competitive search results and attract shoppers actively seeking footwear and accessories.

3. Enhancing Google Business Profile Optimisation

PEDRO identified opportunities to improve the completeness and effectiveness of its Google Business Profiles. Accurate store categories, product descriptions, location details, and relevant service information played an important role in helping customers evaluate nearby retail options. By optimising these profiles, PEDRO could transform its business listings into more informative digital storefronts. This would strengthen customer confidence, improve search relevance, and encourage potential shoppers to explore its physical retail locations.

4. Strengthening Centralised Multi-City Retail Monitoring

Managing digital visibility across multiple cities required a coordinated approach to performance monitoring. Individual retail locations generated different levels of search impressions, calls, website interactions, and direction requests. Without consolidated reporting, identifying regional performance differences and prioritising optimisation activities became more challenging. PEDRO recognised that centralised monitoring would provide clearer insights into local market demand, support efficient marketing decisions, and strengthen its ability to manage digital performance across locations.

Overall, these opportunities encouraged PEDRO to establish a more integrated, data-driven local SEO strategy. The company aimed to strengthen online visibility, improve store accessibility, and create a consistent digital experience that reflected its established premium fashion identity.

From Challenges to Solutions: The RightChoice.ai Partnership

To capitalise on these opportunities, PEDRO partnered with RightChoice.ai, an AI-powered location optimisation platform designed to strengthen digital visibility and customer engagement for multi-location businesses. The six-month collaboration focused on improving local search rankings, standardising store information, monitoring customer interactions, and connecting digital discoverability with potential retail visits.

The partnership concentrated on three strategic objectives:

1. Strengthening Hyperlocal Search Visibility and Optimising Google Business Profiles.
2. Standardising Multi-Location Store Listings and Improving Digital Brand Consistency.
3. Enhancing Customer Engagement, Reputation Management, and Store-Level Performance Tracking.

Solution 1: Hyperlocal SEO Optimisation – Strengthening Fashion Retail Search Visibility

1. Hyperlocal Search Optimisation – Connecting with High-Intent Shoppers

PEDRO strengthened its digital presence by implementing RightChoice.ai’s Hyperlocal Search Optimisation capabilities. The tool identified and integrated high-intent keywords used by customers searching for footwear, handbags, and fashion accessories in nearby locations. Search terms such as “shoe store near me” and “bags store near me” were incorporated into relevant business profiles, product categories, and store descriptions. This approach helped PEDRO move beyond general brand searches towards location-specific customer targeting. By aligning digital content with actual shopping intent, the company improved its relevance in local search results and increased opportunities to attract customers actively considering footwear and accessory purchases.

2. Google Business Profile Optimisation – Improving Store Discoverability

RightChoice.ai optimised PEDRO’s Google Business Profiles by refining store categories, product highlights, descriptions, and relevant business information. The platform helped ensure that individual retail profiles accurately represented the brand’s footwear and accessories offerings. These improvements transformed store listings into more informative digital discovery points, allowing potential customers to understand available product categories and locate nearby outlets more conveniently. By strengthening profile completeness and relevance, PEDRO improved its visibility for fashion-related searches and encouraged greater interaction with its physical retail locations.

3. AI-Driven Local Search Insights – Strengthening Competitive Positioning

RightChoice.ai supported PEDRO’s optimisation strategy through AI-driven performance insights, which helped identify areas where local search visibility could be improved. The platform analysed store-level search engagement and highlighted locations with stronger customer demand. These insights allowed PEDRO to refine its digital targeting, prioritise relevant retail markets, and improve the effectiveness of its local SEO activities. By focusing on customer search behaviour and location-specific opportunities, the company strengthened its competitive position in Vietnam’s fashion retail market.

Together, these search optimisation initiatives contributed to a 302% increase in mobile impressions, demonstrating significantly stronger discoverability among smartphone users searching for nearby footwear and accessories retailers.

Solution 2: Multi-Location Listing Management – Strengthening Store Accuracy and Brand Consistency

1. Multi-Location Listing Management – Standardising Business Information

To improve digital consistency across its retail network, PEDRO implemented RightChoice.ai’s Multi-Location Listing Management solution. The platform audited and optimised Google Business Profiles across the company’s retail locations, corrected inconsistencies in Name, Address, and Phone Number (NAP) information, and synchronised accurate business details across Google, Bing, and Apple Maps. This centralised approach reduced fragmented information management and ensured that customers could access dependable store details through major digital discovery platforms. Consequently, PEDRO strengthened customer convenience and established a more reliable connection between its online presence and physical retail locations.

2. Store Profile Standardisation – Maintaining a Consistent Premium Brand Identity

RightChoice.ai also helped PEDRO establish greater consistency in how its retail stores appeared across digital platforms. Product categories, store descriptions, and essential business information were standardised to reflect the company’s premium fashion positioning. This ensured that customers searching for PEDRO locations encountered a professional and recognisable brand presentation. Improved listing consistency strengthened the company’s digital identity, reduced potential customer confusion, and reinforced trust in the accuracy of its online information.

3. Listing Accuracy – Creating a Seamless Customer Discovery Experience

Through centralised listing governance, PEDRO achieved 100% listing accuracy across its retail stores, as reported in the case study. The platform helped maintain reliable location details and improved the accessibility of information needed by customers planning store visits. Accurate listings supported a smoother transition from online searches to physical retail discovery, allowing shoppers to identify relevant locations with greater confidence. This improvement strengthened PEDRO’s digital customer experience and reduced barriers between search interest and potential store engagement.

The combined impact of listing management and profile optimisation supported a 119% increase in total impressions, reflecting greater exposure across local search platforms and improved visibility for customers seeking premium footwear and accessories.

Solution 3: Digital Engagement – Strengthening Customer Trust and Retail Performance Monitoring

1. Review and Reputation Management – Building Customer Confidence

PEDRO strengthened its customer engagement through RightChoice.ai’s Review and Reputation Management capabilities. The platform monitored customer reviews across retail locations and supported more consistent responses to feedback. Positive comments relating to product quality, store experiences, and customer assistance were acknowledged, while customer concerns were addressed through timely communication. This approach improved store-level review engagement, supported stronger ratings, and reinforced PEDRO’s credibility as a premium fashion retailer. By maintaining active communication with customers, the company strengthened its online reputation and encouraged greater confidence among shoppers evaluating nearby stores.

2. Real-Time Retail Analytics Dashboard – Centralising Multi-City Performance

RightChoice.ai deployed its Real-Time Multi-Brand Analytics Dashboard to centralise performance information across PEDRO’s retail network. The dashboard monitored search impressions, customer calls, and direction requests, enabling the company to evaluate how customers interacted with individual store listings. It also helped identify high-performing cities and local demand clusters, providing valuable insights for marketing and potential expansion planning. By consolidating performance data, PEDRO improved its ability to compare retail locations, prioritise optimisation activities, and make more informed decisions about local market opportunities.

3. Store-Level Performance Tracking – Connecting Digital Searches with Retail Intent

The Store-Level Performance Tracking capability helped PEDRO evaluate digital interactions as indicators of potential customer visits and purchasing interest. The platform measured direction requests as a proxy for intended store visits while tracking call clicks and website visits generated through Google Business Profiles. It also supported pre- and post-optimisation comparisons and produced city-wise visibility and engagement reports. These insights helped PEDRO identify locations generating stronger customer interest and understand how improved online discoverability influenced retail engagement. As a result, the company gained a more structured approach to assessing the relationship between digital marketing performance and potential in-store activity.

The combined impact of these engagement and analytics capabilities contributed to a 138% increase in website clicks and a 441% rise in direction requests, demonstrating stronger customer interest and substantially greater intent to visit PEDRO’s physical retail locations.

Results Achieved Within 6 Months

Through its partnership with RightChoice.ai, PEDRO recorded substantial improvements in digital visibility, customer engagement, and store discovery during the six-month optimisation period.

• PEDRO achieved 118% overall visibility growth, demonstrating substantially improved discoverability across local fashion retail searches in Vietnam.
• The company recorded a 119% increase in total impressions, reflecting stronger exposure across online search platforms and retail discovery channels.
• PEDRO experienced a 302% increase in mobile impressions, highlighting significantly greater visibility among smartphone users searching for nearby footwear and accessories stores..

Final Thoughts

For PEDRO, digital visibility became an important extension of its premium fashion retail identity and commitment to customer experience. Through its six-month partnership with RightChoice.ai, the company strengthened local SEO performance, standardised business listings, improved customer engagement, and established a more effective approach to monitoring retail visibility across Vietnam.

The transformation demonstrated how AI-powered location optimisation could generate substantial improvements in online discoverability and customer interactions for a multi-location fashion retailer. With overall visibility increasing by 118%, mobile impressions growing by 302%, website clicks rising by 138%, and direction requests increasing by 441%, PEDRO established a stronger foundation for connecting digital discovery with potential physical store visits.

Ultimately, PEDRO’s experience illustrated that successful local SEO extended beyond achieving higher search rankings. It involved providing accurate store information, understanding customer search intent, maintaining consistent brand communication, and using performance insights to support retail decisions. By integrating these capabilities through RightChoice.ai, PEDRO strengthened its competitive positioning and created a scalable foundation for continued digital growth and customer engagement across Vietnam.