REVIEW: TURNING POINT LIVE! 2019
Far left image – L-R: Matt Renaut, Emma Louise Smith, Neil Rogers and Jack Cheeseman
22 Wonder web! I
visitor to re-target and re-market towards them. Collecting customer data is key. Use Google Tag
n today’s highly competitive environment, electrical retailers who cannot be found online may not be considered when the consumer makes a purchasing decision. It’s becoming more of a necessity to adopt an omni-channel approach to retail and to create a digital marketing strategy. Discussing how retailers can take their websites to the
next level and use digital marketing techniques to help, Neil Rogers, CEO of Digital NRG, Emma Louise Smith, Director of Moxie Business Marketing, Matt Renaut, Managing Director of Dacombes of Wimborne, and ERT Editor, Jack Cheeseman, took to the stage.
Manager to build up information on your audiences; if someone looks at a washing machine, you’ve got that data, you can track them and you can re-target them with specialised messages. ELS: You can also make things more automated throughout the whole customer journey, like when a customer’s product warranty is due, an automatic email teasing customers back in will keep you at the forefront of their mind. It’s another avenue of the marketing mix.
Q: What are consumers currently looking for in a retailer’s website that’s a bit different? Neil Rogers: A positive customer experience is essential – you want to make the shopping process frictionless. You’ll fi nd a lot of people will exit your website if they can’t complete their transaction process. Emma Louise Smith: The whole customer journey is extremely important, from the minute they land on your site it has to be smooth with positive reinforcement – perhaps a nice customer review. Employ marketing tactics like the ‘scarcity’ tactic – “three people have bought this product within the last hour”.
Q: What online marketing tactics are the best? Matt Renaut: We use Google Ads and Google Shopping in the local area; it can be expensive if you want to be at the top, but this really encourages people to visit our site. It’s a learning process of trial and error. The beauty with online marketing is that everything is measurable – you can see who’s clicking and where – it’s perfect to get the information you need and to make sure it’s working. NR: We’re seeing at the moment that successful people online are using data and information from that website
Q: How important is social media in digital marketing today? ELS: For retailers I would strongly suggest using Facebook over anything else – it owns 65 per cent of the market share of social media channels in the UK. It also owns Instagram and that’s fast becoming a channel to watch. On top of that, Facebook and Instagram give you options to tag products into your own shop feed. The engagement you get because you tag products in a Facebook post works so much better than any kind
of advert diverting people to a website to buy there. Once you’ve got your shop feed integrated, you’ve got a seamless in-app experience for people to buy. MR: Also, infl uencers are becoming more important on social media now, too. These people have got thousands of followers who will instantly see what you’re doing simply because someone they follow on social media is posting pictures and writing about it. They can talk about the experience they had in your store and it’s instant marketing, but a new, modern way of doing it.
Q: On that note, why are online customer reviews so important now? ELS: Reviews are infi nitely more important today and the more retailers can do to integrate them into their website and other online channels, and the more you can have on there to reinforce your message and credibility, the better. Customer reviews always infl uence consumers’ buying choices; in fact, a recent survey said that 85 per cent of people trust online reviews more than what retailers say about a product themselves.
Electrical safety: “Retailers are at the coalface”
Mr Allen began. “We believe their voice doesn’t get represented enough.” Mr Allen told the conference about the key areas
Next to the stage was Martyn Allen, Technical Director at Electrical Safety First, who spoke about the work the organisation does and the increasing responsibility in electrical safety…
“The consumer is at the heart of everything we do,”
where Electrical Safety First is working to better inform consumers, such as product misuse. “About half of all domestic fi res in the UK are of an electrical origin, but many are consumer behaviour related issues, so we try to tackle that,” he said. “Two big issues for us have been around product recall and registration. Retailers are really at the coalface – you are the fi rst people they’ll come to to complain about a product and it’s important to investigate thoroughly. “Registration is particularly important because only
one in three of us actually register our products, so a conversation about that needs to be had at the point of sale,” Mr Allen added. Electrical Safety First provides a lot of education and
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