Ni Mar10 PG12:NOV_08_p.6-13_News_legal.qxd 24/02/2010 15:59 Page 12
NiEducation
Retailing in the Digital Age
We look at how you can offer a better service
The social networking revolution has empowered the consumer like never
before. In the nursery sector, customers spend time researching products,
reading customer reviews and participating in blogs to see what other parents
think before they even leave the house. Communicating with your customer
with the right message at the right time, through a channel that is relevant to
them, is Key to ensuring continued and improving custom. Whether it be
regular email blasts sent out to your (up to date) customer database, more
targeted emails with product news linked to baby’s age and stage of
development or advertising to your target group on social networking sites
such as Facebook and the local consumer press – you must remain visible to be
successful.
According to media consultancy eSocialMedia, British mothers on Facebook
spend about 48 minutes on the site every day: “Cracking how to embrace
social media properly for your business means that you could have as much of
an impact on the market as FTSE 100 companies in the social media spectrum,
without spending as much money.” eSocialMedia presented a series of
seminars at the recent BPA Baby and Child Trade Fair at the ExCel in London,
giving retailers tips on how to communicate with their customers and potential
customers more effectively using online tools. The company helps businesses to
leverage sites such as Facebook, Linkedin, YouTube and Twitter to help to
achieve their business goals.
Amber Steventon, Managing Director of Azaria PR, says retailers can raise
their profile in the community if they have a good idea of who their customer
is and what they want: “Once you understand that, you can target specific
publications and websites. We've found that more and more parents and
mums-to-be read and trust online product reviews from other parents, so
we've spent time targeting specific websites to ensure our clients' products are
in the hands of the right people, at the right time.”
the process of purchasing their seat too.
Ian Mullard, PR for Petite Star agrees: “You have to talk to as many potential
These videos are now already live on the individual product pages on
customers in your area as you can reach; you have to let them know you're
www.britax.co.uk and already with certain retailers. If you would like to have
there and you have to give them a reason for coming to your store.” He adds:
these Britax videos linking to your website, contact your local Britax sales
“It is generally accepted that you should allocate at least 3% of your gross
representative and they will work with you to get these live.
profit to marketing your business. However, at this point in our economic cycle
when most people have a vice like grip on the purse strings you might consider
working harder and spending a little more.”
Link up with quality brands online
Using technology to train staff and boost sales
Staff training is extremely costly and time consuming. Why not give your
staff ongoing professional support and confidence to showcase all brands, as
well as keeping them up to speed with new products?
To assist consumers in making an informed decision about which product to
IBPG offers touch-screen product demonstrations in store, for which there
purchase, Britax has launched ‘feature & benefit’ videos for its six new
are many benefits to the retailer and in today’s difficult business climate, these
pushchairs and also the large majority of child car seats. These videos will not
shouldn’t be ignored, says the company. As well as offering customers a
only help consumers, but act as a great aid in training store staff on the key
unique shopping experience, the touch-screen can also act as a staff training
features and benefits of Britax products so that they in turn can be more
aid. Customer questions can be answered at the touch of a button and all
supportive to their customers.
kiosks are managed, maintained and updated by IBPG.
As one of the biggest general problems with child car seats is making sure
Did you know your customers will only tell an average of five people about a
they are fitted correctly, Britax has gone one step further and created ‘How to
positive experience, but 10 people about a negative experience? The IBPG was
fit’ videos for the large majority of their child car seats to support and aid
born out the experiences of customers leaving a store simply because there
customers when installing the seat within their car, plus giving them the
was nobody available to ask for help and advice. The company’s detailed
opportunity to learn and understand how to fit the car seat as they go through
research has shown that the touch-screen kiosks are very much required in
today’s stores – carrying your branding to promote your business further.
12
•
NURSERY INDUSTRY
•
MARCH 2010
•
www.nursery-industry.co.uk
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60