Business Challenge - A long established traditional furniture concern was seeing its revenue fall dramatically as a result of glass and chrome challengers on edge-of-town retail parks, and from very keen pricing by online competition. Previously tried and tested marketing solutions were no longer working, and the directors were open to new ideas.
- Our Role in the Solution - Our consultant undertook a strategic review of this retail business and then proposed the creation of an online shop to complement the bricks and mortar salesrooms. He led on selection of the technology platform, creative content and consumer trials and he produced the store operations manual and trained staff ready for go-live. Our consultant then provided oversight of online operations, from building online sales campaigns through developing a social presence to receipt of order and hand-off to the store staff for delivery and installation.
- The Outcome - Strong online sales were built on the interaction with new, national customers, each understanding that customer service and value were to be prized more than price manipulations. Revenue and profit showed an upturn. Staff learned how to build and service a reliable additional sales channel.
- Achievements - The client was able to augment their local revenue with an increasing percentage of income from national sales, whilst providing a much more personal service for its local customers, who could now access high-quality information on, and images of, the products they were considering buying. This assignment extended the relationship the client valued with legacy local customers to those outside of its normal sales territory, indeed to many remoter regions who did not have easy access to physical furniture stores.
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