Lots of unsuspecting companies have been confronted by the problem of the net’s influence upon the general public. They did not have digital media in their overall plan and had trouble leveling the playing field with companies that were a lot more able in this particular aspect.They may be facing the grave scenario of revising their marketing approaches to compete with more digitally inclined businesses.
Examples of businesses leveraging on digital marketing and doing well are in abundance. Using Harrys as an example, it demonstrates how a conventional retail chain goliath can effectively turn its losses into gains using online marketing. Harrys became able to serve its customer base beyond the limitations of its retail stores.
Harrys was a giant in the retail and Consumer Goods industry; this marketplace dominance allowed Harrys to be lucrative. The franchise was to be found in nearly every town with the competitors being largely mom and pop establishments. Despite such dominance, in 2010, Harrys was struggling with enormous difficulties.
The first difficulty faced is the inordinate fees of restructuring stemmed from the hiring of a new CEO. The previous CEO, failing to capture the international markets efficiently, was replaced by the new one.
Furthermore, competition was very stiff in their business. Any opportunity that emerged in the market was swiftly capitalized upon by one of the companies. It reached to an extent that these shops were popping up at every corner.
Harrys’s advantages during that stage consist of physical presence and brand equity. But the name recognition can just prevent failure, and it did’t save them from losing customer faithfulness. By the year 2010, Harrys’s net gains had dropped by 10% and their largest shareholders openly confessed that their substantial investment in the corporation was a “huge mistake” which set them back almost half a billion dollars within 12 months.
How a Digital Marketing Campaign Saved the Harrys Empire
Prior to the execution of a digital marketing campaign, Harrys’s online reach was limited to a basic e-commerce site. It was fully working and operational, but the changing competitive landscape meant that radical changes to it was demanded; the newly appointed Chief Executive Officer, who was a strong promoter of technology, was made exactly for this job – to renew and rejuvenate Harrys’s online presence.
Past a specific point, they decided that the only way out was to employ a professional marketing agency with digital capabilities prepared to handle all their web based initiatives. A careful selection was done from the choices available. The chosen agency had the capabilities to support all of Harrys’s requirements.
Reaching out to audiences subtly through Branded Content
Online marketing methods were discovered to be more advantageous as time went by as a result of its efficiency and low cost, hence budgets began being redirected there from the traditional advertising resources. Boosting the sales volume of the ecommerce website was the primary target at hand. With this strategy, Harrys hoped to drive more traffic to its shop, so raising its revenue and profitability.
Within Harrys’s online store, there’s a “Recipes” item in the main menu which takes visitors to “Harrys Recommendations”. Food-related information such recipes, articles, life inspiring stories and well-being trivia were discussed freely with this website.
The informative microsite proves that the new Harrys approach places an emphasis on quality website design and development because it by alone can exist as a valuable online resource for folks shopping around for food. Furthermore, this site is closely integrated with Harrys’s primary e-commerce store, which strengthens the association between it and the brand. Users are likelier to see the connected site as opposed to steering to another on-line retailer during their time on Harrys Recommendations.
Using Social Media to its Fullest Extent
Social media marketing was another vital tactical element within the campaign in internet marketing that was carried out by Harrys. Due to sheer scale of the firm, Harrys was able to have an internal team to run this element of the campaign directly, circumventing the need for an external social media agency. It commenced this plan with the essential but critical job of creating their own official social media accounts.
Being in full control of their social media accounts allows Harrys to provide prompt news of its offerings. It also meant that customers obtained up to date and pertinent information directly from Harrys.
More significantly, Harrys kept complete control over their online brand image. Any person could sign up for a bogus account and get started with malicious assaults on Harrys by supplying deceptive information to innocent users who followed the fake page. Through internal oversight and management of their social media accounts, Harrys has the ability to accurately represent themselves and avoid illegitimate claims on their page.
An absolute emphasis on web based customer support
Support services does play probably the most vital function in increasing customer trust in the brand. The way that a customer sees a company is greatly determined by how the latter leaves support to the former. Harrys supplies a great template for others to follow.
A specialized Twitter profile is committed to connecting directly with customers while a separate profile is utilized for marketing efforts. What this means is the customer attention account isn’t littered with sales pitches or unrelated dialogs. If customers need to talk with support, they know where to go and what to anticipate.
A key priority would be to make sure that the customer feels valued. This is established by dedicating “real” people to respond to their issues in contrast to hollow scripted answers. This is a powerful way to cultivate loyalty to the brand and encourage repeat purchases.
Did it Produce Results?
Souces showed that Harrys’s nicely executed strategy in digital marketing paid off hugely. Harrys commanded nearly a third of the market share while their closest challenger only managed to keep half of that. This clear shift in the business direction was warmly welcomed by the management, the board and investors alike.
Harrys’s future is definitely bright and it’s bound to get even more glowing as they seek to expand their strategy in online marketing. The internal development team are constantly pushing out cellular programs which will expand Harrys’s reach to more people. These programs will most certainly help them achieve an even broader audience outside of normal design and development of a website .
We are able to learn commonly from Harrys. It truly is no longer a given to rely purely on branding and retail to achieve success. Without a doubt, any company that seeks to remain competitive in the digital age requires a superior digital strategy.
To put it simply: if an industry leader for example Harrys can be so badly affected by the absence of an effective online presence, visualize the detrimental effects it will have on a smaller company. To remain competitive, businesses need digital media to merely survive in the cutthroat businesses that they are managing in.