When I started my e-commerce business six years ago, I had one simple goal: to sell practical products that make life easier. Fast forward to today, our company has become one of the top-performing e-commerce business in the UK This was achieved in a number of ways – primarily by investing heavily in social media, providing the very best customer service possible and more recently, launching a dedicated TV shopping channel. But how did we do it? Here are ten strategies that helped us get to where we are today.
Laser-focused targeting on social media
From very early on we identified our key demographic and where they were most likely to spend their time online. By creating highly targeted ads and content on Facebook and Instagram we were able to build a community around our brand and products.
Developing unique technology
One of the most powerful tools in our business strategy was the development of unique technology tailored specifically for the needs of our business, including our customers. This has not only given us a competitive edge, but it’s also had a major impact on the enhancement of our customer experience. It’s also greatly benefited our operational efficiency by streamlining processes such as inventory management, order fulfilment, and of course and personalised marketing. It is also how we have built loyalty among our growing base of customers.
Building a strong brand story
We invested time into creating a compelling brand story that would resonate with our audience. Our brand is not just about selling products; it’s about solving problems and enhancing lifestyles by making jobs around the home easy. We communicate this through every piece of content, whether it’s a social media post, a telephone conversation or an email.
Optimising for mobile commerce
Given that the majority of traffic – particularly on social media comes through mobile, we have optimised our website for mobile-first experiences. This meant ensuring fast loading times, easy navigation, streamlined landing pages and a simple checkout process. Plus, we make sure our ads are mobile-friendly, allowing for a smooth journey from discovery to purchase.
Investing in high-quality visuals
Visuals are everything on Instagram and Facebook. We invested heavily in professional photography and videography to showcase our products, also tailored for the specific platforms that we use.
A content-first approach
Content is the core of our marketing strategy. From informative product information on our website and videos, to utilising social media, we consistently produce in engaging content in a tone of voice that appeals to our demographic.
Personalised customer journeys
We use data-driven insights to create personalised customer experiences. From tailored email campaigns to retargeting ads, our messaging is relevant to each customer’s journey. This enhances conversion rates as well as helping to strengthen customer loyalty.
Creating a seamless omni-channel experience
We make sure that customers can interact with us easily across all channels. Whether they start on Instagram, browse on Facebook, or complete a purchase on our website, the experience is consistent, keeping our customers satisfied.
Give something back
It’s really important to us that we give something back into the community. A charity that’s very close to our heart’s is Great Ormand Street Hospital who we make regular donations to. Of course, we need to make a profit but when we set-up, I wanted us to do more than that. This also resonates with our customers who we offer the chance to donate to this cause via our website.
Prioritising customer service
Excellent customer service is non-negotiable for us and what sets us apart. We respond quickly to inquiries and have a number of practices in place geared towards satisfying our customers at all times. These include a 100-day ‘no-quibble’ money back guarantee on all orders. We also use social media to engage directly with our audience, all with the aim of making customers feel part of the Must Have Ideas family.
