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April 2020 ertonline.co.uk


focus on making it easy for customers to find the product they want, and allow them to purchase seamlessly. The way consumers shop is changing drastically; with this in mind we are focusing on a positive customer experience on all devices with our new website to be launched later this year. “So if the customer is browsing on their mobile on the go, their tablet on the sofa, or on their desktop computer, they will all have the same shopping experience.


Driving traffic


When it comes to driving traffic to your website, Ms Gofton advises that Google Shopping is “a must” for businesses, as well as Facebook and Instagram advertising. Also, keyword-rich text can help optimise your site for search engines.


“Consider content marketing,” she continues, “and build your email lists for regular newsletters as well as automated campaigns designed to drive repeat


purchases. A good email strategy will keep customers coming back.” In addition, independent retailers can trade online securely and easily with the added support of a large digital marketing and commerce partner behind them, such as Euronics.


The buying group has invested considerable time, effort and cost into the creation of powerful product feeds. These invaluable data feeds are securely sent to OneAgency’s servers and include key information such as products, ranges, brands, promotions, prices and availability.


Mr Littlewood adds: “Retailers can take advantage of this essential digital


information by signing up to a very powerful white panel e-commerce platform that enables the retailer to launch their own customisable, e- commerce website in a matter of hours. OneAgency manages this and ensures that all Euronics retailers are trading online easily and efficiently with full support.


“The feedback we have says that this approach has enabled the Euronics retail network to run unlimited e-commerce websites to a very high standard.” Aberdeenshire-based retailer, Booth Scotland, which appeared in last month’s issue of ERT, is one example of an independent business that has benefited from the assistance of the Euronics website support network. Elsewhere, Mr Donaghy says he and his team are constantly looking for ways to improve the design and functionality of their site, having recently optimised the basket page and checkout process. “We take our inspiration firstly from our own experiences,” he says, “if anyone has an idea on how to improve the site either by design or functionally we will discuss if/how we can implement it. Secondly we take inspiration from the market leaders, not necessarily in our vertical, but if they are a leader in their market with a high performing e-commerce site they are doing something right.


“Lastly, we take inspiration from customers; we love all feedback and we have pop-up forms on site to capture live feedback on what the current user’s opinion is. We gather all this data and use it to create a better experience for all those that follow.”


Five ways to spot a fake online review Jordan Baker | CEO Sanity Marketing


Increasingly, consumers are looking to online reviews from other customers during their buying decision process. Studies show that a huge 93 per cent of consumers say that online reviews influence their decisions and 94 per cent say an online review had convinced them to avoid a business. Also, a report conducted by FakeSpot suggested that 61 per cent of electronics reviews on Amazon were fake. That leaves a lot at stake for business owners so it is important to ensure you are represented fairly and accurately online. There are plenty of ways to decipher fact from fiction to spot a fake online review:


1. It goes strongly against the other reviews – if a review page is littered with one-star reviews complaining about poor quality and the like, it’s unlikely that a five-star review raving about your business or service is genuine, especially if it bemoans the other reviews, like “I don’t know why people have only given one star...?”


2. It’s written by a profile with no other reviews – or worse, tons of unrelated reviews across the country or even world. Reviewers tend to review as a habit or hobby – so a single review seems unlikely to be genuine.


3. It’s written by a profile with no photo or details – typically, reviewers who have the time and inclination to review things online would also create a profile. If there aren’t any details it’s probably a fake account and therefore a fake review. Equally, if the reviewer is based in a far- off land it also doesn’t seem very plausible that it’s genuine.


4. It’s poorly written – there are plenty of overseas freelancers and small businesses offering a ‘reviews’ service and it’s common that English is not their first language and it can show. Typically it’s awkwardly written or there are spelling or grammatical errors.


5. It’s vague – this is my favourite telling sign – reviews that are so vague that they could be relevant to pretty much anything. Reviews like “this is great” or “I love this” tend to be fake. Reviewers leave positive reviews of a positive experience – that passion tends to follow through in their (detailed) reviews.


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