March 2026
ertonline.co.uk
Wellingtons Electrical: We use YouTube, Facebook, Google Business Profile, Instagram and TikTok. Rather than ranking them, we see them as complementary.
Each platform plays a different role within a full marketing approach and customer journey, from awareness through to purchase confidence.
Do you find that a particular platform is better than another for certain things? Max Electrical: Each platform has its strengths. TikTok is great for reach and quick engagement, Instagram works well for visual inspiration and Facebook helps us connect with our loyal local customers. For independent electrical retailers, and Euronics retailers in general, the challenge is shifting customer perceptions. We have the expertise, the stock, the service, the price-match promise and the ability to offer same or next-day delivery. Yet many people automatically assume they’ll get a better deal at a large national chain. By tailoring content to each platform we’re working to educate local customers about what makes us exceptional - our knowledge, our service and the fact that we’re right on their doorstep. I like to think of it as turning our shop inside out to show people how great their local Euronics retailer is.
Power Appliances: As mentioned, I find the performance and reach to be relatively equal across the different platforms we use.
Wades: I mentioned live selling on TikTok previously and it’s definitely the best platform for that, although I believe other platforms will follow. YouTube is really good for longer videos and search-related content.
We’ve made videos on how to install a coax plug, how to reset a Sonos speaker and how to tune a Sky remote. These videos do really well and will keep performing for months or even years. Facebook posts tend to have a shorter lifespan, typically around 24 to 48 hours unless you get lucky with a viral post or video. However, Facebook is great for your local area as most people are on it and enjoy seeing posts from local shops.
Instagram is one I’ve struggled with historically, although my last video did get over 30,000 views, so that wasn’t too bad. LinkedIn and X are more written-word platforms than video, although that is starting to change.
Wellingtons Electrical: Each platform plays a different role for us. Facebook is great for local conversations and community engagement. Instagram is more lifestyle-focused, where we share cooking demonstrations, collaborations and the occasional celebrity baking spotlight. TikTok works well for opinion-led or educational videos, while YouTube is ideal for longer product explainers. We also embed those videos on our website to help customers decide what to buy.
Customers often move between several of these platforms before making a purchase.
Have you been trying new forms of marketing within your strategy? Max Electrical: Continuing with the theme of community and storytelling, we’re trying to bring more personality into our marketing. Little things like our email footers and business cards include pictures of our faces so customers realise they’re dealing with real people. We also advertise in a strong local magazine and include pictures of our shop, vans and team members. The same applies to our email marketing - we feature images related to Lutterworth and our team rather than sending another generic promotional email. In a world of AI, chatbots and soulless businesses we want to bring back that personality and community message. We want to be approachable and easy to work with. Customers can contact us via WhatsApp, email, Facebook Messenger or phone, whatever they prefer. The biggest challenge in retail is websites. Realistically we’re not going to compete online with some of the industry giants. So although we have a transactional website, we use it more as an online shop window to show people what we do and encourage them to order by phone or visit the showroom. We create landing pages with images of our showroom, publish our
reviews - over 2,500 five-star reviews and counting - and highlight the brands which we know customers will travel to see. We want customers to experience products in person, seeing how good the picture is on the latest OLED TV, getting hands-on with an induction hob and feeling the build quality. We want to offer customers an experience.
Power Appliances: We’re currently focusing on creating more TikTok videos to expand our reach and engage with a wider audience.
Wades: I’ve recently started using video ads on Facebook and Instagram, but only on content that I know will perform well.
I first post videos organically and see which ones generate the most views, comments and engagement. Once I know a video is working, I’ll put advertising spend behind it within a certain distance of the shop. Doing it this way means we don’t waste money promoting content that hasn’t already proven itself.
Wellingtons Electrical: AI is now at the forefront of our marketing. We use it to analyse customer behaviour trends, generate content ideas, optimise product information and simplify complex appliance features. It also helps us adapt messaging across different platforms more efficiently while maintaining a consistent brand voice. >>
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