As the high street nursery market faces unprecedented challenges and continued uncertainty, Graco has developed a 3-step marketing plan to support its retailers drive online sales and deliver exceptional service to online customers.
The campaign will help retailers maximise their online presence and benefit from social exposure on Graco’s platforms.
Each retailer has been provided with a suite of extra assets to maximise their digital offering. These include key product and lifestyle images, video assets and user manuals.
Graco has also increased its social media activity to drive awareness of, and boost traffic to, retailer websites.
In response to reports that Instagram usage has increased by 40%, Graco has increased its posting to the platform by 40%, drawing on its rich heritage to be a positive supportive voice to its loyal and engaged followers, during these uncertain times. Every product post includes retailer tags and links to buy.
Furthermore, throughout April and May, Graco will run dedicated ‘Retailer Spotlights’ on Facebook to its 14,800 followers. A link through to the retailer will be provided in a bid to drive sales.
Graco will also continue to offer first class customer service; as well as introducing drop ship capabilities and reducing carriage paid value.
David Welsh, Allison Baby Managing Director said:
“Our retailers are an integral part of the UK economy and vital to our sales strategy. For them to survive, delivering a first-class online presence and customer service will be critical in the current climate, supported with smart social media exposure. From a retailer’s point of view, we want them to help us, help them so that their websites are represented in the best possible way, maximising all assets available. We want to make sure our retailers have everything they need at their fingertips. And through these difficult times, we want to show our commitment with real sales-driving support by literally bringing their shop floors to our social. Many of our retailers are like family to us. We can’t be on the road reassuring them of their value but we are doing everything we can to support them through these tough market conditions.”