How Toni Pons Tripled Engagement on Google 6 Months after Using PinMeTo: Local SEO for Footwear Retailer

local seo for footwear retailer


In an age where fast fashion and mass-produced footwear dominate the market, Toni Pons is a long-standing Spanish shoe brand that focuses on quality and tradition, making quality Espadrilles for over 75 years. Discover Toni Pons’ espadrilles and the brand’s positioning as masters of the iconic Spanish style on their website. 

The brand navigates the complex landscape of modern retail through a multi-channel approach, balancing its brick-and-mortar stores, franchises, e-commerce platforms, and new initiatives like Travel Retail. 

This case study explores how Toni Pons leveraged PinMeTo local marketing solutions to effectively manage their online listings and boost SEO rankings, enhancing customer engagement and increasing sales.

Results 6 Months after Onboarding

local seo for footwear numbers
toni pons case study

The Challenge

As the largest Espadrille manufacturer in Spain, Toni Pons has enjoyed sustained success but faces a fiercely competitive digital landscape.

"To communicate the value proposition to our customers," Ricard Llop Noriega, the Head of Marketing at Toni Pons mentions the need to keep up with modern retail dynamics and SEO strategies, particularly in local search.

toni pons local seo case

Managing Business Listings

It was complex to create those profiles because of the validation process that most of the time is required by Google.

Ricard Llop Noriega | Toni Pons

For Toni Pons, the complexity arose not just from managing owned stores but also from handling franchisees, some of whom had set up their own Google Business Profiles. 

This lack of centralized control created issues in editing information, schedules, and descriptions.


Monitoring Reviews

A lot of times users leave very extremely valuable feedback, and that feedback also helps us reshape our communication, our marketing strategy.

Despite this, effective review management remained a logistical challenge, especially with numerous profiles for various stores and franchises.


There was a team behind the tool and the platform that seemed to be dedicated to making everything easy and to help out.

Ricard Llop Noriega | Toni Pons
retail footwear local seo

The Solution

Toni Pons discovered PinMeTo while looking for a tool that streamlines local SEO for footwear retailer businesses. Ricard recalls that initially skeptical due to the high promises often made in the industry, they were particularly impressed with the ‘’ease of setup and the interesting functionalities.’’

Toni Pons used various tools from PinMeTo's Location Marketing platform to manage their 25+ stores’ local visibility. The main feature they used was PinMeTo Listings, which helped them take centralized control of all their business listings. 

They also used PinMeTo multi-channel communication platform (the Conversations tool) to keep an eye on customer reviews, messages, and other interactions allowing them to respond in real-time.

Step 1: Getting to Centralised Listings Management 

"After I started working with PinMeTo, we were able to simplify the management of all the Google profiles," Ricard celebrated. 

This newfound efficiency allowed the brand to focus more on optimizing profiles and supporting franchises, leading to stronger relationships with them.

Step 2: Tapping into Conversations 

The Conversations tool allowed the Toni Pons team to not only monitor but actively participate in real-time customer dialogues. 

By doing so, they were able to provide immediate customer support and gather valuable insights that influenced their broader marketing and product development strategies.

pinmeto conversations

Step 3: Boosting Local SEO & Increasing Traffic

After all the must-do steps were finalized, Toni Pons started optimizing their local listings with their targeted keywords and kept monitoring their insights for Listings and Conversations for more data-driven tactics. The Local SEO optimisations didn't just impact branded keywords.

We were able to enhance our organic position on Google for generic keywords, such as 'Espadrille in Barcelona' and generated €130,000 of extra sales from Google-generated traffic alone in the first 6 months.
 Ricard Llop Noriega | Toni Pons

Actions on Google Tripled 6 Months After Onboarding


Direction Clicks: x3


Calls: x3.5

Local Business Directory_Menu

Website Clicks: x4

What Comes Next

Toni Pons' journey with PinMeTo showcases the power of targeted local SEO for footwear retailers and effective listing management. By addressing challenges head-on and leveraging PinMeTo's marketing and search technology, the company has not only simplified its internal processes but has also dramatically increased customer interactions and sales. 

As they look to the future, Toni Pons is well-positioned to continue building on this strong foundation, always with an eye on innovative solutions.

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