The online shopfront for retailers Shopfloor
FOCUS: THE POWER OF ONLINE
Cameron Martin | Project Manager for Digital NRG (DNRG) - helping electrical retailers to maximise their online potential.
In recent years there has been a real 34
acceleration in the transition from instore to online retail; this means that it is simply no longer good enough to consider an online operation as simply another form of static advertising – it needs to be able to fully represent your instore operations, and allow consumers to interact with your business online just as they would in person. If you have a website that looks dated
and isn’t optimised from a either a design, experience or usability standpoint, you are working against yourself. Statista actually predicts that, for the first time, online revenues will beat offline revenues in the industry in the coming years. Being active online through a number of verticals – such as your website, socials and marketing strategies – is key in today’s day and age to generate revenue and business. Websites really are the online shopfront for
retailers and should be valued as much as their showroom.
At DNRG, one of our main objectives is to
strive for continual investment and development across the board. We offer an open line of communication to the retailers we work with to ensure their online business needs are met.
Recently, we worked directly in collaboration with Dougal Redford at Hosies Electrical in Scotland to review and optimise the filter system that is present across the retailer websites that we offer. This has helped customers to better tailor their search to their needs, reducing bounce or exit rates and ultimately helping to drive users through the website.
Get social! Social media should also not be ignored. Not only is it an exceptional way to build up brand awareness and showcase your services and products, but also to make great connections with customers and the local community. Last year it was reported that the average person in the UK spends one hour and 42 minutes per day on social media, and it’s highly likely this figure has increased drastically since then! So, why would you not want to utilise social media in order to generate leads? There are so many ways retailers can utilise this medium to their benefit. Make sure you show your personality and be active in the wider community; Facebook provides a very good way in which you can directly reach potential customers in your area. And aim for engagements – it’s key if you want to increase
your business’s social awareness. The more people that engage with your page and posts, the more likely they will appear in front of other people.
Paid social media is a method of displaying advertisement or sponsored marketing messages, with the aim of targeting specific audiences and driving sales. We have a dedicated team of experts who will be able to provide you with advice on e-commerce solutions, dynamic/standard remarketing or lead generation strategies. Lastly, make sure that when you do post things, people are aware of how they can get in touch with you – include the essential contact number or email address. And don’t neglect your pages! Don’t let your page sit there and collect digital dust. People won’t be inclined to follow your page or engage with you if the last time you posted was in 2019… Your social media accounts aren’t just for
posting content and leaving it there, you have to make sure you are answering questions or comments via the pages or via private messages. It’s important to also address the negative comments; leaving these unanswered is the worst thing you can do. Tackling the online and social sphere is something that retailers should be well underway with if you want to encourage leads and increase brand awareness. To get free advice about social trends, search trends and marketing, you can contact a member of the team at DNRG.
www.digitalnrg.co.uk
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