RETAILER FOCUS FEATURE
Online sales
Combat the Crisis A
for offline retailers
Video maker, Shaun Pearce highlights how retailers can adapt to the shifting consumer landscape and capitalize on the growing potential of online sales.
Arun Bhatoye, head of marketing at Hisense UK, highlights the support businesses can provide consumers amidst the challenging cost-of-living crisis.
s consumer behaviour shifts towards online shopping, is there a future for brick-and-mortar retailers? The answer is yes, but they need to adapt to the new online world, says Shaun Pearce.
That’s why Pearce has launched a free video training programme for small and medium-sized retailers focused on enhancing their digital presence. The COVID-19 pandemic has left a lasting impact on the high street and retail industry. Businesses have faced unprecedented challenges which are continuing even though the pandemic is over. With footfall declining and consumer behaviour shifting towards online shopping, establishing an online presence has become crucial for the survival and success of traditional retailers. “I have been a professional video maker for over 30 years – for the last few years I have specialized in marketing and training programmes and videos that can be streamed over the internet. I worked in retail in both the UK and USA when I was a student and I come from a family of retailers so I understand the complexities of the market. During the pandemic my hometown of Whitstable, Kent, had a large number of independent retailers who were forced to close during lockdown. Some adapted quickly and opened online “branches”, but others didn’t – either through ignorance or stubbornness. Many of those shops have subsequently gone out of business. The original idea behind the training programme was to help those shop owners who wanted to add an online element to their business and keep trading during lockdown, but didn’t know how to do so. Even though the pandemic is over, the high street in general is still suffering – a wet summer has meant that footfall is generally down over previous years – but online trading continues to grow and shows little sign of slowing down. If people don’t want to venture out and risk getting wet, or don’t want to pay for parking or ULEZ, then
Consumers are looking for energy-efficient, cost-efficient products, and it is the responsibility of the business to make their customers aware of which products fit these criteria. Arun Bhatoye, head of marketing at Hisense UK, says “Here at Hisense, we have always championed manufacturing products that are affordable yet high- quality, and this is more important than ever as we head towards the winter months amidst a national cost-of-living crisis. Right now, it is our number one priority to help the nation to understand how to best use their appliances to continue with their necessary household chores and reduce their bills as much as possible.” Founded over 50 years ago, Hisense is one of the world’s leading manufacturers of televisions and home appliances. Hisense has a core range of televisions and cooling appliances alongside a portfolio of cooking and laundry products featuring hobs, hoods, ovens, dishwashers and washing machines. Educating the consumer Bhatoye says “As energy bills soar to an all-time high, monitoring our gas and electricity usage has never been more important, and so consumers are looking for alternative solutions to cut down on their energy usage – and in turn, their energy bills. This doesn’t mean that consumers aren’t buying, but the path to purchase is much more considered. Customers
A 14 | August/September 2023 14 | January/February 2023
s the cost-of-living crisis continues to pinch consumer incomes, businesses are having to adapt to a shift in buying habits.
having the option to order online via computer, smartphone or tablet is a must for any retailer who wants to survive in today’s challenging retail environment,” says Pearce.
Pearce’s programme emphasises the benefits that an online element can bring to brick-and-mortar retailers. By incorporating e-commerce into their business model, retailers can effortlessly reach a wider customer base beyond their local communities. There are a number of different aspects covered in the training package including:
• Defining your typical customer • Identifying your unique selling proposition (USP) • Brand building, and how to integrate your brand both offline and online • Shopping cart platforms and website hosting • Getting paid • Delivery options • Your helpdesk • Copywriting to get more sales • How to use your website to test market new products at zero risk
look to invest in appliances that achieve the best results whilst using the least amount of energy, to help with cutting down bills. During the cost-of-living crisis, retailers and suppliers should be looking at ways in which they can help educate and inform their customers on the best appliances for their individual needs, and support them as much as possible to find the most cost-effective solution. Here at Hisense, energy efficiency has played a large role in product development as we look to new launches in future years. “It’s likely that any appliance which doesn’t need to be switched on for a long amount of time during usage, for example a microwave or toaster is the most efficient small appliance, as it only uses energy whilst it is switched on. It’s also very much dependent on usage – every household is different and has different needs. For example, single-person households may have a large capacity oven and batch cook to make the most of their oven being turned on, whilst larger families might opt for a larger capacity washing machine to bundle loads together. Generally speaking, tumble dryers tend to be the most expensive appliance to run, so switching up this part of your laundry routine to drying your clothes on a traditional clothes horse or drying rack is an easy way to help cut down your energy bills. Of course, defining what the most expensive appliance to run will ultimately come down to usage habits. If you have a larger household, it’s likely to be more cost-effective to invest in a larger capacity washing machine, so that you can fit more clothes in one load,
housewareslive.net
housewareslive.net
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