Page 17 - BOSS Today Issue 41

SPECIAL FEATURE BOSS Today #41

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nectere
Charlotte Eyre, Marketing Manager

presence online, as well as increase By continuing to invest in our
sales and improve the end user RPAs (Robotic Process Automation
shopping experience, including: Software), we can continue to grow web
n Enhanced product data, making it sales without increasing manpower.
easier for customers to locate specific
products. Q: What mistakes do dealers make when
n Fully linked to marketing campaigns selling online?
– all done completely on the dealers’ A: It’s easy for dealers to get lost with
behalf. selling online:
n Pricing models for the web which n They often think that it’s the goose
ensure that every line is priced that lays the golden egg.
correctly in sync with dealers’ pricing n Pricing is harder to maintain, as every
models. product needs to be priced right.
n Seamless corporate and trading sites. n In most cases, dealers don’t
n Live chat facility, which is maintained understand data and its impact on
by our Customer Service Team. selling products.
n Shopping accounts which are tailored n Dealers can struggle to keep their
Q: Please describe what systems you offer to user’s needs. websites live and up to date, causing
dealers to help them sell online. n Online stock availability showing promotions to run stagnant and
A: We help all nectere dealers sell online visible stock levels. become out of date.
by giving them free: n Understanding and having the
n E-commerce website: fully maintained We have also recently launched a technical knowledge required
and completely free of charge. brand new social media marketing to maintain a website as well as
n Corporate website: a sophisticated channel, allowing our dealers to running a business can be costly and
and bespoke way for dealers to enhance their presence on social media, challenging.
enhance their corporate offering and linking back to their e-commerce sites. n They struggle to bring all marketing
company branding. To do all of this well is a huge job that’s elements together and ensure that
n Email marketing: aimed at targeting hard for dealers to do themselves. promotions on emails, for example,
customers to spend online. coincide with their websites.
n Social media support centre: to Q: What new features are you hoping to add in
download and post campaigns. the near future? Often, dealers rely solely on their
A: We plan to maintain an Infinity Aisle website to grow their sales, when
Helping dealers advance online is of over a million products on the web, it really should supplement their
at the forefront of our priorities. We ensuring that there’s specialist ranges customer relationship management.
have a dedicated web team who help available for our dealers to offer. We We work on retaining this with our Live
our dealers maintain and enhance are also currently implementing a new Chat feature, which is answered by
their online presence so they can focus Marketing Portal which will allow them the same Customer Service Team who
on “sprinkling the fairy dust” to give to grow their online sales by: answer the phones, so the customer
customers the kind of experience which n Targeting online customers with still receives the same great local
can’t be gained from the online giants. exclusive promotions and content. service.
We also update their websites with the n Having easy to download social
latest offers, promotions and special media content pre-created, so that all Q: What advice would you give to any dealer
purchases, encouraging their end users dealers need to do is to post it. looking to increase online sales?
to shop online. n Having marketing which is linked and A: It’s about understanding what they
tracked to their e-commerce site. expect to gain from selling online.
Q: What unique features/tools do your systems n Securing visibility over the success of It isn’t magic, and it doesn’t happen
have that are especially helpful in helping their marketing campaigns. Dealers instantly. Using a successful website,
dealers sell? can check their open rates, click maintaining customer relationships
A: We have introduced a number of through data and see where their end and expanding into new categories are
unique tools to enhance our dealers’ users navigate on their website. essential.

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