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Carrelages Grilli
Digital Marketing in Line With the Grilli Family’s Values
“C’est bien joué grand !”: When Family Authenticity Wins Online
Background
Carrelages Grilli, an iconic family-owned tile and flooring business in the Verviers area of eastern Belgium, has built a strong reputation on its expertise in floor and wall coverings and its genuine closeness to its customers.
Known for its slogan voiced by Belgian actor and comedian Renaud Rutten, “Carrelages Grilli, c’est bien joué grand !” (roughly, “Nice job, big guy!”), this endearing company has spent years building a unique relationship with its customers, blending professionalism, humor and quality advice. Despite its strong personality and exceptional customer loyalty, the family business didn’t want to miss the digital shift. That’s how a long-term, trust-based partnership with the Référenceur team began, with the goal of extending the family’s reach across the provinces around its showroom and improving sales performance.
Our Mission
How do you turn an endearing family personality into a high-performing digital ecosystem without losing its authentic soul?
Our challenge was ambitious: roll out a complete 360° digital strategy that respects and amplifies Grilli’s DNA while generating measurable business results. A redesigned website, stronger local SEO, strategic Google Ads and authentic social media management: every channel had to revolve around the “C’est bien joué grand !” positioning to create a true web-to-store strategy.
The Results
A consistent, high-performing digital ecosystem that carries Grilli’s authenticity across every channel.
The new website, built around an optimized user journey with the slogan as its common thread, has become the foundation of a structured digital presence.
Our long-term SEO partnership is paying off with a stronger local reach, while Google Ads campaigns alternate between ongoing remarketing and strategic pushes during seasonal sales.
Social media management on Facebook and Instagram, built on the family’s genuine approachability, grows an engaged community through a mix of humor, good cheer and expert advice.
This multichannel approach creates a virtuous circle: greater digital awareness, more qualified traffic and better online-to-store conversion.
Carrelages Grilli proves that authenticity and digital performance aren’t at odds: together, they create an inspiring local success story.
