The Weekly Shop (10th – 14th March)

In the Weekly Shop this week…reasons you need buyer personas,  the five types of ecommerce shoppers and tips on how to find your best customers,  plus demystifying iBeacon’s and some possible changes from Google on the issue of “not-provided” keywords.

Five Reasons You Need Buyer Personas

Developing buyer personas is a great way to start being more targeted with your marketing and ensure you’re speaking your buyers language from the first interaction to the final sale. Our first article this week, explores five reasons why developing a set of buyer personas can provide value to your organisation.

Designing for 5 Types of E-Commerce Shoppers

Following on from the above, the Nielson Norman Group have identified five unique types of e-commerce shoppers. These different user-types are well worth bearing in mind when you’re designing your website as they can help design teams ensure that they are building usable and useful experiences for all types of shoppers.

Finding your best customers with the RFM matrix

Next up is a useful article from Econsultancy on how you can use the recency, frequency and monetary (RFM) matrix to find your best customers. Categorising your customers based on an RFM matrix can help you start identifying your hero customers, and those that need perhaps need a little more attention.

What are iBeacons and why they might change marketing?

This next article explores Apple’s new technology, the iBeacon, which is set to become to next big thing in the marketing world. Taking into account the user’s context, location, behaviour and profile, iBeacon’s offer a more targeted message from marketers. This should increase the likelihood of conversion as the customer’s attention will be caught just at the right point of the journey.

Google Reviewing “Not Provided,” Withholding Keywords From Organic But Not Paid Search Clicks

When Google made the move to secure search, it was a huge blow to publishers and also opened Google up to claims of hypocrisy as advertisers were still able receive the search terms. However, earlier this week, Google stated that they were reviewing the situation and seeking a better solution. This article from Search Engine Land ponders the possibilities of what this could mean for the future of SEO.

5 Tips to Get the Best Out of Your Digital Agency

This last article touches on the subject of the client-agency dynamic and provides five very useful tips on how you can get the best out of your digital agency to maximise your return. We couldn’t agree more.

Thanks for reading…see you next week!

Fever London’s Perfect Fit Model Competition

Fever London is one of Britain’s most exciting independent fashion brands, with collections inspired by beautiful vintage prints and feminine silhouettes. We’ve been working with the brand since October 2013 looking after their natural search strategy. To date, this has involved integrating their content, social media and online PR activity to help establish the brand as an authority on vintage fashion.

As part of our on-going work, last month we supported Fever London with the launch and promotion of their Perfect Fit Model Competition. Our mission was to find five ‘real life’ models in a variety of different dress sizes who would take part in a photo shoot in and model key pieces from Fever London’s SS14 collection. From April 2014, these images will be featured on product pages on Fever London’s website to show exactly what each design would look like on real women in sizes 8 to 16.

We developed this campaign specifically to grow and increase engagement of Fever London’s social media audience across all platforms, particularly Facebook. We also wanted to boost online brand awareness for Fever London by contacting relevant fashion and vintage bloggers and publications about the competition.

The competition launched on Facebook in January and we were thrilled with the coverage and buzz it received. There were 65 entries for the competition and a whopping 11,900 votes were cast! The final winners were Catherine of Not Dressed as Lamb, Deborah of Bang on Style, Elizabeth of What Lizzy Loves, Celina and Nikki who all received the most votes in their size category from Fever London’s Facebook fans.

Last Saturday, the five competition winners headed up to Fever London’s headquarters and spent the day being pampered and styled for their photo shoot. Our senior social media and content consultant Alice also went along to capture all the action on the day and we thought it would be nice to share some of her photos. I think you’ll all agree the models looked fabulous!

This campaign received a huge amount of buzz online and some of the positive coverage the campaign received is below:

Should we have models that are all different sizes? 

What online retailers can learn from Fever London’s ‘perfect fit’ campaign

The final images from the models’ photo shoot will be up on the Fever London website on the 1st April and we will also be sharing a full case study about this work shortly. Watch this space!

Deborah being made-up with her vintage-inspired hair do.

Nikki modelling in the Fever shop window.

Celina modelling the Chelsea Pencil Dress outside the Fever London studio.

Deborah of the blog ‘Bang on Style blog’ modelling the Arlington Maxi Dress.

Three of the lovely competition winners modelling a Fever London top and skinny jeans.

 The five competition winners posing outside Fever London.

The Weekly Shop (3rd – 7th March)

In the Weekly Shop this week…a possible overhaul of the current business rates system, the changing face of retail, and a study which has revealed a major increase in online shopping.

Business rates ‘not fit for purpose’ as retail goes digital: MP

Good news for independent high street retailers this week as the Business, Innovation and Skills Committee (BISC) called for a major overhaul of the business rates system. The BISC commented that business rates system is no longer fit for purchase in a multichannel world where retail sales are moving online and rates should be based on turnover rather than property value. We’re interested to see how this develops.

Brands, technology and the changing face of retail

Earlier in the week, The Guardian ran a roundtable discussion for senior retailers to debate the pressing issue of how retailers can offer shoppers a seamless experience as technology transforms shopping habits. The discussion was held under the Chatham House rule which allows comments to be reported without attribution and revealed some interesting insights.

A third of online sales now made via a mobile device, suggests IMRG study

One in three of all UK online sales are now made on a mobile device, according to a new study from the IMRG Capgemini Quarterly Benchmarking (Q4 2013/4). Significantly, online clothing and fashion retailers have a higher mobile commerce penetration rate, with 36% of sales completed via smartphones and tablets in the fourth quarter. More on this study over on Internet Retailing.

The Best and Worst Thing to Ever Happen to SEO

Next up is the first in two articles looking how SEO has changed as a discipline. This first article from Wired looks at how Google encrypting searches and withholding search referral data has been the best and also the worst thing to happen to SEO.

How Fast Is SEO Really Changing? A Look Back At Search Ranking Factors

This last article looks at the Search Ranking Factors studies by well-known SEO Rand Fishkin who has been churning out perceptive SEO insights every two years since 2005. Search Engine Land have put together a summary of highlights from the reports which shows how the findings have changed throughout the eight years which have revealed some interesting trends. Useful if you’re struggling to justify SEO investments.

See you next week!

The Weekly Shop (24th – 28th Feb)

In the Weekly Shop this week…how to improve customer experience when items are out of stock and attract registrations without creating a barrier at the checkout, plus the growing importance of online reviews and insights into how the way we’re shopping is changing.

How to improve customer experience when products are out of stock

We probably all know how frustrating it is to find the perfect item online and then later discover that it’s actually out of stock. This article from Econsultancy tackles the out of stock problem online retailers are encountering today and looks at ways you can improve customer experience when items are out of stock to induce the users to make a purchase, either on the same session or in the future.

How to attract registrations without creating a barrier to checkout

Registration has its benefits to both customers and retailers, yet often a forced registration can be perceived as a barrier by customers. This next article looks at how well designed checkouts can reduce customer abandonment while still encouraging people to register with examples of best practice from ASOS, Macy’s and House of Fraser. 

77% of UK shoppers consult reviews before buying online: report

It probably won’t come as a surprise to hear that reviews are an important feature of any ecommerce site. Nonetheless, a new survey from Trustpilot has found that three out of four British shoppers (77%) consult online reviews before buying online, showing that clearly reviews are incredibly important for driving conversions. To further highlight the importance of reviews, here’s a roundup of data taken from several other studies which show the impact they have on driving conversions.

Online shoppers move from PC to mobile as they shop more often, but with five or fewer retailers

More research this week has revealed insights into how the way we’re shopping is changing. The study found that fewer shoppers are using their PC to buy online and are turning to smartphones and tablets. Other interesting findings included the statistic that 57% of UK online shoppers buy with five or fewer online retailers. Asked why they shopped at their top three retailers, 85% cited trust, and 79% price. More over on Internet Retailing.

 

That’s it for this week! If you’d like to receive The Weekly Shop by email every Friday, then please do pop your email address in the footer below.

The Weekly Shop (17th – 21st Feb)

In the Weekly Shop this week…three reports yielding some interesting stats around retail spending, poor tablet experience and the state of digital on the high street, plus what Facebook’s latest algorithm updates mean for your brands Facebook page and ways in which search is evolving.

Three quarters of retail spending in UK comes from just 18 per cent of shoppers

A new study from Deloitte has found that nearly three quarters of the money spent shopping in Britain comes from just 18 per cent of consumers. These ‘Super Shoppers’ are increasingly making purchases using their mobile and account for a massive 70 per cent of all UK retail spending which is the equivalent of more than £200billion in 2013.

Audi to Apple: who is using digital on the high street?

A recent report by Eccomplished assessed over 40 leading retailers in the heart of London’s shopping district on their use of digital technology to evaluate how good retailers are at delivering a multichannel shopping experience. Econsultancy have rounded up some specific retailers from the report who are using digital technology successfully to engage customers in-store and also retailers who are doing otherwise.

77% of shoppers say a poor tablet experience could change the way they perceive a brand, study finds

Our final report this week has revealed that more than three quarters of consumers say a dissatisfying shopping experience using a tablet would impact their opinion of a brand. Furthermore, 67 per cent of shoppers stated that it would make them reluctant to recommend the retailer to family and friend highlighting the fact that retailers simply cannot afford to neglect tablets as shopping devices.

6 Ways to Make People Love Your Brand

In order to gain customers and retain them, you’ve got to do more than introduce them to your brand, business, or products – you’ve got to make them fall in love with it. Mashable have produced an insightful infographic telling you just how this can be done.

Websites Need to Become as Personalised as Email

Marketers have become very sophisticated at personalising emails based on their data to ensure their campaigns are as targeted and engaging as possible. Websites, on the other hand have lagged far behind when the tools exist to make websites as targeted as emails. This article from Clickz looks at four ways you can segment and target visitors on your website to provide them with a more personalised experience.

What Facebook’s latest algorithm updates mean for your brands Facebook page

If you manage a Facebook Page for your business, you’ve probably noticed that your content isn’t reaching as many people as it was a few months ago. In this blog post our senior social media and content consultant, Alice, has explored why this has happened and how allocating a small amount to Facebook Advertising can provide a huge benefit to your Facebook page.

Five ways in which search is evolving

This last article from Econsultancy looks at five noteworthy ways in which search is evolving and what digital marketers need to be aware of including mobile, content and user experience signals.

See you next week!

 

Happy Valentines Day!

Last year, I wrote a blog post about some of my favourite Christmas digital marketing campaigns from fashion retailers. With the recent build up to Valentine’s Day, I spotted some really innovative digital marketing campaigns from various brands and I thought I’d once again share a couple of my favourites on the Froggblog…

Not On the High Street #LoveYourStory

Not On The High Street have produced a very cute digital campaign celebrating real and everyday love stories. They asked nine couples to share the story of their relationship on film and these videos are featured on their website and across their social media channels.

Using the hashtag #loveyourstory, the brand has encouraged consumers to also tweet their love stories which have created a real buzz around the campaign. The brand has also created a bespoke webpage for the campaign which also features inspiring gifts, quizzes and other valentine’s day content such as wrapping inspiration, date ideas and quotes from the couples. It draws attention to their products but in subtle way.

Ann Summers #HappyAnnSummersDay

Here’s another rather cheeky guerrilla marketing campaign from lingerie brand, Ann Summers, who must have annoyed their competitors when they projected mischievous messages onto their store fronts.

Ann Summers Valentines

Shops such as Thorntons and Liberty’s fell victim to Ann Summers and have had messages such as ‘Chocolates are for hospitals’ and ‘Roses belong in the Eighties’ projected onto their shop fronts alongside the slogan ‘Happy Ann Summers Day.’ They’ve also sprayed the messages onto London pavements and encouraged consumers to tweet @Ann_Summers with the hashtag #AnnSummersDay.

Ann Summers Pavement

Virgin #EverydayValentine

This campaign from Virgin celebrates the idea of an ‘Everyday Valentine,’ which they describe as being anyone from a childhood chum, favourite food or even a pet. They’ve asked consumers to send them a picture via Twitter, Instagram or Vine of their #EverydayValentine with the aim to win prizes such as a dinner for two or customised chocolates. The best responses are also featured on the Virgin website throughout the week.

Evian #ILoveYouLike

Mineral water brand Evian is helping consumers avoid typical Valentine’s Day clichés with its #ILoveYouLike multi-channel campaign which pushes their ‘Live Young’ philosophy.

In the run up to Valentines Day, consumers who tweet @evianwater or @evian_uk using the hashtag #ILoveYouLike will receive a response with an image depicting an alternative Valentine’s message. Fans are then encouraged to share suggestions on how to complete the sentence ‘I love you like’ on Facebook in order to win special Valentine’s Day prizes.

Evian ILoveYouLike Campaign

According to Clickz, this campaign has already notched up an impressive 87,000 impressions in the week before the campaign launched and 1.2 million estimated impressions in its first 48 hours as a result of about 200 Twitter messages.

Ted Baker #FollowTedsHeart

I spotted this campaign earlier in the week on Ted Baker’s Facebook page. They’ve created a digital ‘FollowTedsHeart’ Facebook app campaign to increase engagement with their fans and compliment their in store activities.

Ted Baker FollowTedsHeart

The app lets users release virtual balloons around the globe in a bid to win a shopping spree and features really lovely visuals of the balloon flying across the world as it’s released. It’s nicely executed but I was pretty disappointed that my balloon only traveled 3557.55 miles to Washington putting me in 4151st place.

Heineken #DateInABox

Last but not least, a campaign aimed at the boys from Heineken. The beer brand has launched a #DateInABox social media campaign which consists of an actual box containing an adventurous, prearranged mystery date ranging from a jujitsu lesson for two to a couples’ tattoo session. To get this date, women can tweet to @Heinken_US and have a box mailed to their partner but he can only unlock it if he embarrasses himself and shares his feelings of love on Instagram with the photo of the box.

The Weekly Shop (3rd – 7th February)

In the Weekly Shop this week…we take a look at how there has been a huge rise in overseas shoppers searching for UK retailers, how giving consumers fewer options could actually boost conversions, a bad customer experience from a well-known high street retailer and some more thoughts on SEO in 2014.

One in five US and UK consumers did all of their Christmas shopping online: stats

This won’t come as a surprise to many but findings from a new Econsultancy survey have found that 61% of people in the UK said that they completed more than half or all of their Christmas shopping online in 2013, while just 7% completed all of their shopping offline. More on the findings over on Econsultancy. Read more.

New figures reveal huge rise in overseas shoppers searching for UK retailers online

According to data from the British Retail Consortium and Google, UK retailers are also benefiting from huge rises in online searches from overseas shoppers. The figureshave revealed that  the UK is now the world’s second biggest online retail exporter. Read more.

Want more sales? Give consumers fewer options

This is an interesting article from Econsultancy which looks at how giving consumers fewer options could actually help boost conversions. Blair Keen from Adobe looks at two psychological studies which show behaviour that might help explain cart abandonment and gives his suggestions for testing this theory on your website. Read more.

How to lose friends and alienate people: Mango

When our commercial director, Ben, attempted to purchase a Christmas gift for his wife from fashion etailer Mango, the service and experience was he received was far from what he expected. You can read more about his frustrating experience over on the Econsultancy blog. Read more.

Super rich shift their thrills from luxury goods to costly experiences

According to this article from Guardian, luxury is shifting from ‘having’ to ‘being’ with consumers moving away from owning a luxury product to experiencing luxury. Figures from the Boston Consulting Group hsve shown that of the $1.8tn spent on luxuries in 2013 an estimated $1tn went on services such gourmet dining, private flights, bespoke safaris, slimming clinics and art auctions. Read more.

Now you have to do SEO, thanks to Google

There have been many debates on the right approach to SEO recently and this is an insightful article from The Drum looks at how brands really need to do SEO and how Google has made the case for this easier in recent weeks. Read more.

2014 SEO — 6 Key Pointers

Following on from the above…this last article from Clickz looks at six key things every SEO professional should be concerned about in 2014 to overcome future update issues. Read more.

Thanks for reading!

Creating dream living rooms with Heal’s

Towards the end of last year, we were very privileged to work with iconic designer furniture store Heal’s on a blogger outreach project for their brand new collection of designer sofas.

Here at Leapfrogg, we all love Heal’s homeware and equally love any project that gets our creative juices flowing, so this quickly became one of our favourite pieces of work from last year. For this reason, we thought it would be nice to share a few more details about the project, the results, and also showcase some the inspirational images that came out of the campaign.

Established in 1810, Heal’s is the home of modern, designer and contemporary furniture, lighting and homewares. In September 2013, they launched a microsite for their new sofa collection and approached Leapfrogg to help develop a creative PR campaign to create awareness, drive traffic and build links from credible, relevant websites.

Heal’s had previously only targeted interiors and design blogs and wanted to capture a new audience of fashion and style-conscious consumers, in addition to re-engaging their existing customer base with their new products.

After brainstorming ideas, we came up with the concept of a #Healschallenge. We approached high-profile fashion and lifestyle bloggers and challenged them to design their ‘dream living room’ using a sofa from Heal’s new collection as the focal point, as well as featuring complementary items from Heal’s online store.

#Heal'sChallenge Screenshot

We asked our bloggers to document their design process by creating accompanying Pinterest boards to showcase their inspiration and the products which made up their ‘dream living room’, using the hashtag #HealsChallenge to extend the reach of the campaign even further.

The final room designs were judged by Heal’s, who selected Helena from A Diary of Lovely as a winner due to her colour scheme choices and fashion sense, which Heal’s felt brought a new dimension to their furniture.

A Diary of Lovely #healschallenge

The winning design was then turned into an in-store display at the Heal’s flagship store in Tottenham Court Road.

#HealsChallenge Filming

The creation of the room set with commentary from Heal’s Head of Design was made into a video which we pushed out through Heal’s social media channels.

The content produced by the winning blogger A Diary of Lovely can be seen below:

http://adiaryoflovely.blogspot.co.uk/2013/10/dream-living-room-with-heals.html

http://adiaryoflovely.blogspot.co.uk/2013/12/the-heals-challenge-video.html

https://www.pinterest.com/adiaryoflovely/a-diary-of-lovely-+-heals-healschallenge/

#Healschallenge Sofa Display

We were happy to report that our blogger outreach project resulted in significant coverage across a number of high-profile fashion and lifestyle blogs, generating content and traffic for Heal’s, whilst securing high quality, editorial links. Previously, there had been no link building activity for Heal’s new website.

The campaign also engaged and reached a new audience of style conscious fashion consumers and social buzz around the new sofa collection was created via the use of the hashtag #HealsChallenge and the bloggers’ Pinterest boards with reach potential of 6740 followers.

We thoroughly enjoyed working with Heal’s on this project and are very much look forward to working with the brand further in 2014.

 

The Weekly Shop (27th – 31st January)

In the Weekly Shop this week…more search news from Matt Cutts, the importance of differentiating between content marketing and content for links, how reviews and trust signals can double your conversions and some updates on the EU Consumer Rights Directive.

How trust signals can double your conversions

As we mentioned last week, the role customer reviews are playing on the conversion landscape is increasing significantly with more and more shoppers looking for guidance on their purchasing decisions. This article from Econsultancy looks at how reviews and other trust signals can reassure your customers that they are safe when shopping with you and help to double conversions.

The EU Consumer Rights Directive: should etailers be worried?

You’ve probably heard murmurs of a new EU directive, which has implications for UK retail. It’s called the Directive on Consumer Rights and aims to improve consumer protection when shopping online. There are some good points in the directive, but also some that may concern retailers which this article from Econsultancy explores.

What’s the Difference Between Content Marketing and Content for Links? The Wrong Answer Could Cost You

This next article explores the importance of differentiating between content for links and content for customers and how the wrong answer could be costly in terms of risk, return on investment and performance.

Study: 34% Of Google Search Results Have Rich Media, 9 Organic Links & 9 Search Ads

Moving onto some search news, a new study has been released that showed that there was rich media on the search results page 34% of the time. The breakdown of rich media showed images appear on 28% of search results pages, news 9%, and shopping 1%. Head over to Search Engine Land for more details of the findings.

Google’s Matt Cutts: Don’t Try To Build Links Through Article Directories

Matt Cutts has popped up once again this week encouraging webmasters not to use article directory websites with the goal of building links. He also tweeted his thoughts on his and you can view his video answer here.

Google & Bing Agree: Past SEO Success Guarantees You Nothing Today

Matt Cutts has also released a new Google webmaster help video which addresses the topic of what an older site can do to maintain its ranking over time. Some useful tips here if you have an older website.

6 SEO predictions for 2014

And to finish off, here are six SEO predictions for 2014 from Search Engine Watch.

How small retailers can compete against big brand stockists

An issue many smaller retailers face is when their competition online is their stockists or wholesalers. The desire to grow direct sales whilst keeping stockists and wholesalers happy is a difficult balancing act.

This is particularly prevalent for fashion brands where larger stockists can more often than not, be more competitive on price and offer free or next day delivery. They are also likely to have much higher marketing budgets and be able to promote products to gain a higher percentage of sales.

There are many industry pressures facing smaller retailers today, not least the constant markdowns and discounts made available by big brand retailers, such as Amazon. The dominance of big retailers entices more customers to hunt for the best price, something that is supported by the prevalence of mobile, where customers can compare prices online while shopping on the high street.

Ultimately, the marketplace is one where price is a key influencer, and one that supports big brand retailers. But what does this mean for the smaller retailer who cannot continually offer discounts or offer free/next day delivery as standard, especially if they operate in the premium/luxury space? Are consumers these days only really interested in grabbing a bargain? I think some are, but some are not.

I was chatting to my Dad over Christmas and we were both having a moan about bad service. It got me thinking about how easy it is to remember when you get poor service, but equally you do remember when you get a great service. People are much more likely to remember, recommend and return to businesses that go the extra mile and provide a great experience, which makes you feel valued as a customer, even if their prices are not the cheapest.

This article looks at how I think smaller retailers can compete against the big boys, which in time may negate the need for them to have a wholesale channel at all. We have certainly seen this with one or two of our clients. To build brand awareness and drive revenue during the early years, they need wholesale. But as the business grows and their direct channels to market mature (website, catalogue and so on), they are able to go it alone.

So where to start?

It has to be the customer.

Who is your typical customer?

  • Who are they demographically and geographically?
  • How often do they buy?
  • What are their interests?
  • What is important to them?
  • What do they like or dislike?
  • What are their daily challenges?

These are just a few of the questions you should ask to try understand exactly who your customers are, enabling you to plan and execute an experience that meets, and exceeds, their expectations.

Emotions are always involved in purchases, so recognising and understanding individual customer circumstances, as well as what is important to them will help you provide a more superior service then your stockists.

Think about building relationships

Customer relationships are different to customer experience. Relationships are not with a product or service, they are with a company or even an individual within that company. You therefore need to build trust with your customers and really develop a relationship to incite loyalty. Have a conversation with your customers, engage with them and stay in touch via social media, email marketing, newsletters and catalogues.

Remember that customer journeys are not linear and people are fickle, so investing time building relationships is what will help keep your brand front of mind when customers are thinking about their next purchase.

The next step is to ensure you have a quality product, informative website and a great delivery service.

When customers are actively browsing, one of the most important things they consider is the product itself. Is it good quality? Is it durable? What are the features? What do other people think? Additionally, be sure to let customers know how the product will make them feel or how will it change their daily life for the better. Again, consider the emotional value of the product.

Add value with great content

Create supplementary product content including detailed style and fit guides, inspirational product development stories, trend or seasonally-focused content, product videos, product reviews and so on. The benefits of this kind of information will be two-fold. You are providing rich, quality content to support your natural search visibility, but you are also enticing customers to buy directly on your site. People will always have doubts or questions about products, so if your content can answers these questions, there is no need for them to go elsewhere.

Consider bespoke incentives

If you cannot compete on price, what other incentives can you offer customers e.g. a ‘3 for 2’ offer or a ‘buy one get one half price’? This still reflects a saving to the customer but you are also encouraging people to buy more.

User experience is key

Ensure your website is easy to use and that your checkout process is quick, intuitive and user friendly. If you’ve got them this far, you definitely don’t want to lose the sale!

Add value to your delivery and personalise your packaging
If you cannot offer free or next day delivery, consider what other benefits you can offer as part of your delivery service. Could you text the customer with updates about the status of their delivery? Can you personalise the packaging? Customers love interesting packaging as well as receiving unique offers, small freebies and personalised messaging in their delivery. Use your customer insight to support what is important to them and use this to your advantage.

These are the small things that will make customers feel special and make the purchase a memorable one.

Loyalty programs

If providing a great product and experience, make sure you offer a loyalty program which can further incentivise customers to come back and buy directly from you. Ensure details are placed in each delivery.

Customer service

Ensure your problem handling process and service recovery is watertight. This is an important part of building trust, loyalty and brand advocacy. If you do everything to fix a problem (or demonstrate that you are doing everything you can) you will instil a good memory over the negative problem they have encountered.

This customer service needs to be delivered via multiple channels. Customers will complain via Facebook just as readily as they will via your contact number.

Managing stockists

Finally, some things to consider when setting up and developing relationships with stockists:

  • If possible, release your collections on your site first, and allow at least two weeks exclusivity on your site. This should enable the search engines to index your content as the primary source which should see your retain high natural visibility for product related searches.
  • If possible, do not allow stockists to bid on your brand name (or similar derivatives) via paid search.
  • Consider limiting the range you sell through stockists, whether this is a limit on product range, or just a limit on selling all product variations.
  • Do not give stockists all your product imagery, videos, etc. This will ensure you retain exclusive ownership of your full range of assets.

With all the above being considered, smaller retailers should not feel like they have to compete against their stockists on price or free/next day delivery. Getting a better understanding of your customer, engaging them in relevant ways and nurturing relationships will help you provide an unbeatable experience for them. Only until you know what your customers truly value, can you deliver a memorable and delightful experience that perhaps your stockists don’t.

People don’t tend to remember where they got the cheapest deal last time, but they do remember where they had a truly great customer experience.