IAA Academy in Action 2019: Digital Engagement
In week eight of our 12-week programme, PayPoint and the IAA help Birmingham retailer Harjinder Ruprai to connect and engage with her customers digitally.
Name Harjinder Ruprai
Shop Ruprai Food & Wines
Location Kings Heath, Birmingham
Size 2,000sq ft
Staff Three full-time, seven part-time
“I’m hoping today’s visit will help me learn about digital tools and how I can use them to bring in more footfall and connect with our customers, as well as new ones. I find digital engagement really complicated, so I’m hoping Steve from PayPoint can help me understand how I can use social media to grow my business, and I’m looking forward to working with him and the IAA on this.“
Harjinder’s challenge: Ensuring customers can easily find out about the store online
Harjinder’s shop is on Google, however her store does not appear on a general search and the images of the store information do not include her store front. What can Harjinder do to help customers find her store online?
Steve says: “At the moment, Harjinder’s store is not easy to find on Google and, with most people using this service to find what they need, it’s key that retailers have up-to-date photos of their store, including speciality products exclusive to them. Use Google My Business to claim your location so visitors to the area know of your existence, which will boost sales.”
Action: Use Google My Business to update the store information to include images of specialist products.
Harjinder’s challenge: Understanding their business with data
Harjinder uses Facebook to post about products from Nisa’s promotional leaflet, but is unsure how much impact the posts are having on sales of those products. How can she understand and improve their effectiveness?
Steve says: “It’s great you are posting on social media regularly and aligning your promotions with your symbol group, but it is important to review and understand the results of what you’re posting. By reviewing EPoS data for the items you are promoting, you can work out which posts got the highest sales increases and use this to improve future posts.”
Action: Review sales relating to Facebook posts to know which work best and improve future posts.
Harjinder’s challenge: Connecting with customers through social media
Harjinder uses Facebook to share details on products on offer, but is unsure how to be creative and get new customers to visit her store. What can Harjinder change to increase her customer base?
Steve says: “Having a generic social media account won’t do much in the promotion of your business. Making it more about you and the store’s personality can help to engage on a personal level. Simple changes, like promoting unique store or charity events, can be effective in bringing in new customers and increase engagement with existing shoppers.”
Action: Personalise social media posts by making them more about you and promoting local events.
“Being digitally engaged is a key way to get to know your customers. Harjinder has a great store, but she now must find time to focus on building her digital presence, engaging her customers with specialist products and analysing the impact by using data.“
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