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means that we have to work harder and explore new ideas. Thankfully, we have had a positive


timeline of around one year until completion. replatformwill be themain project, with a start to this financial year. The website


The website replatformwill take up a lot of our What’s’s on your agenda?


threemonths with our partner Onstate, with a This will involve a discovery phase of around current site and also our new requirements. time as we explore the performance of our


What’s themost rewarding aspect of your job? focus on user experience and user interface.


That’s a tough question! Obviously, when a marketing strategy pays off, you get a good buzz - as well as achieving sales targets. It’s also great because nobody knows everything - it’s an ever changing beast and as a teamwe are constantly learning and applying those


What’s’s themost challenging aspect of learnings to improve our performance.


world where Google is king, you are somewhat and learn, that is also themain challenge. In a Whilst it’s rewarding to improve performance your job?


functionality and all the possible extensions you paying off. Keeping up to date with new website at theirmercy when it comes to strategies


can use to improve performance can become a


What are the biggest challenges facing bit of aminefield.


substantial increase in cost per click for all PPC costs are likely to increase.We have noticed a Greater competition in themarketmeans that ecommerce retailers?


campaigns across our business,making it more andmore difficult to be seen by consumers.


I also think that customers’ expectations have increased in terms of what they’ve come


to expect froman


ecommerce retailer. This means we are all having to offer improved delivery times and costs, as well asmore targetedmarketing campaigns, offering


customers amuchmore personal service. As Amazon continues to grow and improve, customers’


expectations will increase in line


Si


mply having a website with this.


for your business is not


enough to encourage online sales anymore. You have to put a lotmore effort into content and socialmedia to ensure that you’re relevant to consumers and that they are engaging with you as a brand.


he high street declines in certain sectors, themain switch is to online shopping. There are still people purchasing, so it’s important to embrace online and look at the new opportunities it offers. Thismaymean a switch in yourmarketing strategy but you have to be bold enough tomake the leap or you’ll be left behind.


As t eco


What are the biggest changes you’ve seen since you joined the world of ecommerce? Google and Amazon have influenced a number of substantial changes, not only to our business, but ecommerce in general.


With increased costs, it’s nowmore important than ever to look at the ‘organic strategy’ - meaning a greater focus on relevant content to the consumer to ensure they engage and remain engaged with


increase in the number of There has also been an your brand.


tools available for you to optimise your online


performance and a number of these are relatively easy to install.


As technology improves, most things become a lot more user-friendly - which is great if you aren’t particularly technicallyminded.


Analytical and optimisation tools alsomean you are able to test outcomes without having to commit to


changes fromthe get-go. This is something we have embraced at Leekes over the last 12months or so to improve website


JuneJuly 2019 • Houseware resLive.net • twitter. m/Houseware r.com/ /H


What are the biggest opportunities facing mmerce retailers?


performance and user experience.


Over recent years there has also been a much greater focus on trust and trust messaging across websites with the likes of [consumer review platforms] Feefo and Trustpilot. Customers now look out for these scores before committing to a store visit or a purchase.


What advice would you give to a retailer starting out in ecommerce?


Investment is key. You need to embrace the change inmarket activity and heavily invest in a website and teamto be able to deliver that performance.


Knowledgeable and supportive agencies can also be the key to your growth - this will allow you to plug gaps in your knowledge and learn more in the long run.


I enjoy taking an active role in all aspects of the website development and ecommerce retailing and have tried to ensure I have knowledge of the elements thatmy teamare working on every day. Nobody will ever know everything but a broad overview of how everything works and is interconnected is essential.


We have investedmore heavily in recent years in our in-house teambut this has come over time, as our sales have grown and our business requirements have changed. So I would say: don’t expect a return on


investment within the first few years but look at ecommerce with the long terminmind. Online will not go away, and as retail changes, you have to embrace it in order to succeed.


What do you do to relax? I enjoy photography but not in a serious way -


camera and visiting new places. Also, I’ma bit just as a hobby. I enjoy a wander with the


with family and friends, going out for food and of a social butterfly and enjoy spending time


cocktails and so on. resnews housewares evil .net | 29


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