Shopfloor
FOCUS: LOCAL MARKETING Keeping up with the community
Independent retailers are embedded in the fabric of their local community and proud of the people they serve. Connecting with their local customers is part of day-to-day business, but there are many ways to keep in touch. Here, electrical retailers share their views…
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By Steve Scogings, Managing Director of Stellisons and Chairman of CIH
decision and consumers want to know they are selecting the right products for their needs. When it comes to the implementation of
Euronics has over 600 showrooms all over the country, meaning we are never far away from a customer who needs something. We support our agents to make sure they are able to maintain their community connections and serve customers in the best way possible. Agents can use Euronics supplied marketing
promotions, branding, POS and supporting materials to highlight campaigns and offers to their local communities through newspaper, social media and online. They also benefit from creating their own promotions, and the ability to access exclusive Euronics offers as well as attractive incentives and special supplier deals. As we all know, the retail landscape has
changed dramatically in recent years due to growth online. Customers make about 70 per cent of their buying decisions online now and digital sales are important; at the same time, people are looking to go greener and still shop locally. But online and local retailing can work together, reinforcing the way our agents support their local communities. Ed Griffiths, Operations Manager, Purewell
Electrical in Dorset, says: “We want our web offering to reflect the locality of our store; our dream is that all the people who live in the area will have the confidence and the convenience to buy online from us – even while they’re sat at
home in their pyjamas at 11pm. But if there is anything else they need to know, they know one of our sales staff and can speak to them as well.” For big purchases, customers often want to talk
through their final selection with an expert that can guide them through. That is why having local retailers is extremely valuable. What sets Euronics apart is the extensive product knowledge and experience each agent has to help customers on their purchasing journey. Another area that has grown in importance for
consumers is sustainability. There are new technologies that help, such as low energy and reduced water consumption innovations. Customers would often like help to understand how the technology works and what it all means. Again, that’s where our local experts can help.
Local experts Over the last few years, we have discovered how important it is to see products in store, and customers were very keen to return to the high street when doors re-opened post-COVID. Not just to compare products easily, but also to talk to people and get expert advice. Being at home more has also shown
homeowners how they can make the most of their kitchens and what elements are important to them. Purchasing white goods especially is a big
marketing activities, our agents are using the various platforms open to them, as Ian Cooper, Director at Cooper and Elms (far left), explains: “We have around 1,500 followers on Facebook, and we still find that local press works for us – there’s a free weekly paper which has a good readership. We also do local radio from time to time. We keep our name out there so that when people need a new appliance or a TV, hopefully Cooper & Elms springs to mind!”
Community support Unlike the vast majority of high street names, Euronics agents are the heart and soul of many local communities across the UK and Ireland. Their high levels of service and connections has helped sustain many individuals, families and businesses during the pandemic. Our agents have shown so much flexibility in
how they support their customers through this time – this has extended from delivery, service and support to the marketing and sales operations too. One of our favourite stories is from a Euronics
agent which opened its doors with a barrier in front, and wheeled available products to the door for customers to take a look at – without the need for the customer to get ‘hands on’ or even enter the store. Flexibility in promoting stock that is available,
and letting customers know, also demonstrates why local marketing initiatives are important. The pandemic has caused worldwide stock
shortages across all industries, and electrical appliances have definitely been affected. If a particular model is not in stock, our agents’ product knowledge allows them to talk about alternative solutions based on what they do have in stock. And this ensure the sale is not lost.
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