Archive for January, 2013

Retail Marketing – Maximising Your Resources.

Posted by 30 Jan, 2013

The figures just released on Retail Sales over the Christmas period is a good indicator on the power and continual rise of online shopping and trading.  Increasingly it is not just components such as cameras, computers and non perishable easily posted items that are purchased online.  Retail businesses generally and particularly in creative,  fashion and […]

The figures just released on Retail Sales over the Christmas period is a good indicator on the power and continual rise of online shopping and trading.  Increasingly it is not just components such as cameras, computers and non perishable easily posted items that are purchased online.  Retail businesses generally and particularly in creative,  fashion and interior furnishing sectors need to focus on how they can  maximise sales and drive their margins by using online marketing channels.

As a case in point a Client I have worked with over many years contacted me a couple of months before Christmas.  He had recently been appointed as marketing manager of a specialist, sustainable flooring company in Bristol and looking to see how digital marketing could expand sales of new products, drive special offers and stimulate interest and imagination in potential customers.  Whilst their core business was in providing personalised, high quality carpeting and flooring solutions for commercial and domestic customers locally, they now wanted to reach beyond their business base in Bristol and the South West.

I therefore spent some time going through their business marketing model and identifying where modern technologies and marketing channels could be used to drive the business.  They already had a good working web site so the key areas were identified as follows:

1. Email promotion of special offers and new products to their existing customer database.

 

2. Instore digital signage to create product awareness and stimulate customer interest.

3. Website promotion of special offers, fashion items and accessories.

4. A new web module enabling web customers to create their own flooring design from a wide range of options, have it made and delivered all online.

5. Using Social Media channels to create conversation, interaction and awareness.

Following these initial discussions in October Applause has now provided the following digital media solutions:

    • Product photography
    • Digital signage programme running on plasma screens in store
    • A new special offer sustainable rugs feature on the Naked Flooring website
    • A ‘Happy Christmas and New Year email to existing customers with special offers on fashion items and new product and we are shortly to go live with a new ‘My Rug Creator’ feature.
    • If you would like your own customised Sisal Flooring – click here!

I am also now working with their team to develop and create engaging social media conversations through SM channels.  In addition I will be helping their team analyse web traffic and direct sales result to determine the return on their investment.

Postcript: ROI achieved in within four weeks of the site module going live!

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