A lot of unsuspecting businesses are faced with the backlash of the internet’s impact upon the general public. An increasing number of Singaporean firms are fighting to outperform their more digitally savvy competitors through the unfamiliar internet marketing platform.
Instances of businesses taking advantage of on digital media and doing well are in abundance. Using Roxy as an illustration, it demonstrates how a conventional retail chain goliath can successfully turn its dwindling fortunes around using internet marketing. With a digital media platform, Roxy has stopped being restricted by brick-and-mortar constraints and can effectively widen and serve its customers 24/7. Prior to the turn of the century, Roxy’s leading standing in the consumer goods business – supported by its extensive store reach nationwide and small competition – helped the business remain highly profitable. In recent years, as a result of unforeseen conditions, Roxy’s dominance in the market is decreasing rapidly.
Things Started to Go Downhill for Roxy
The first bump in the road occurred as a result of the unnecessary costs brought on by the new Chief Executive Officer’s restructuring program. The previous CEO, failing to get a hold of the international marketplaces efficiently, was replaced by the new one.
Naturally, the clash for market share was raising within the industry. Every other day, a fresh new firm would appear, armed with in-depth online marketing knowledge. It reached to the extent that these stores were emerging at every corner. Roxy endured a serious blow from this shift in the competitive landscape. Customers reduced their spending at the retailer, and this reduction was evident in its records. Undoubtedly, the significant drop in earnings caused shareholders to realize the problem.
Employing Online Marketing to its fullest
The new Chief Executive Officer believed steadfastly in utilizing technological innovation to remodel a company; that was the main reason why he was appointed. An online store was already in place, but the intense competition gave them no choice but to be more proactive. The new CEO initiated the rejuvenation process by creating an internal online marketing division. The main goal of Roxy’s CEO was to develop a digital marketing message that was strong and consistent. Even so, keeping to the main plan had limits for the inhouse team. A greater leverage could be put into motion with the expertise of a competent marketing agency with digital capabilities.
Roxy had to improve sales on its online store. In order this to be possible, it’d need to go past its reliance on tried-and-tested traditional marketing means. Depending on a tried and tested instrument, Roxy’s marketing team chosen to utilize the profitable approach known as marketing through branded content.
By altering their online store design such as introducing a “Feast” button, Roxy managed to redirect users to a microsite called “Roxy Treats”. Food-related info such recipes, articles, life inspiring examples and well-being trivia were discussed openly with this website.
With the arrival of this microsite, Roxy is effectively positioning it as an informative portal without the hard sell to visit its online store. Additionally, it acts as a gateway to Roxy’s e-commerce store. This website design and development strategy (incorporating good UI and UX) encourages customers to purchase at Roxy’s online shop, since it discreetly links Roxy with healthy and balanced food. When the design of a website is well executed, it makes it really suitable for online shoppers to get to where they need, quickly. Such a strategy definitely improves the chance that a shopper will buy from Roxy’s e-commerce store.
Tapping on on Social Media
As a result of social media being so popular and widely-used by the masses, Roxy acknowledged the demand to leverage on this platform to increase its reach in the industry. They started to create their official profiles on the more dominant sites, for example Facebook, Twitter and Pinterest. Having their own official social media accounts enables Roxy to use them in two ways. To start with, it serves as another channel for promotion and communicating with their customers. A specialized Twitter account was even created for the individual business units. What’s more, distinctive profiles had been set up for a number of subdivisions like latest deals, bottled drinks, wines et cetera.
More notably, Roxy retained absolute control over their online brand image. There’s hardly any obstacle – and an excessive amount of vested interest – for any person evil enough to sign up for fraudulent accounts to assault the supermarket giant. Through internal oversight and management of their social media accounts, Roxy has the ability to correctly represent themselves and prevent illegitimate claims on their page. Customer support does play probably the most important function in improving customer loyalty. The way that a customer sees a business is greatly dependent on how the latter renders support to the former. Roxy’s practices are a great model to exemplify.
Compared to other companies which just have a singular social media account to take care of complaints and promotional offerings, Roxy has gone a step farther to set-up unique accounts for each. For example, there was an account setup for after-sales support (meant to care for support associated questions only) and another for marketing (featuring the newest products and promotions).
The folks behind the Facebook Roxy Customer Support are also trained to post with a balanced and jovial tone, even to the point where they participate in banter with customers and other brands. Customers are more likely to trust Roxy’s support as they believe there’s another individual behind the account instead of an automated responder.
To put it simply, the proof is in the pudding. Roxy’s digital marketing plan resulted in them gaining control of around one third of market share. This is as compared to their closest challenger that hung on to merely half of that. This clear change in the company direction was well received by the management, the board and investors likewise.
Such results would definitely propel Roxy to build on its success and further improve its strategy in online marketing to gain a larger share of the market. Roxy’s emphasis on technology including the creation of an innovative mobile program will only increase the avenues to which consumers can reach out to Roxy.
Roxy’s case provides us with some invaluable information. To begin with, it is not possible to be completely reassured of your position inside an industry, notably in the digital age. Every player in the marketplace can use digital and social media marketing to extend its reach and compete head on with giants on an equivalent stage.
Knowing that businesses cannot afford to remain stagnant during this technologically advanced time period stands out as the next lesson. Embracing technology is, unquestionably, a key building tool to reach business success in our little nation. It has become a fundamental prerequisite which plays such notable role that it could decide the success or failure of a company.