Retail: an industry in constant flux
Retail remains an intensely competitive and complex landscape. Retail technology companies are constantly evolving and innovating to meet the retailer’s need to understand and adapt to changes in customer buying behaviours in order that they may remain competitive and profitable.
There has been a seismic shift in how consumers shop, the catalyst being COVID-19. During this pandemic online shopping has grown exponentially, but bricks and mortar has, and continues to experience dramatic declines in footfall. However, not only are retailers having to contend with the high street being in decline, there has also been a step change in customer service expectations. Customers are far savvier and the ability to retain brand loyalty has never been as challenging.
To counter the massive loss in high street revenue and meet today’s customer expectations, retailers are needing to overhaul their operational strategies. Many are remodelling stores to become customer service hubs in order to fulfil the surge in supply and demand of this new norm. Adopting strategies to better understand buyer personas, streamline infrastructures and reduce warehouse capacity issues, are notably driving a positive customer experience from purchase to delivery.
As with retail, retail technology is also a crowded and competitive landscape, and whilst retailers need to act now to adapt to these market changes, how can retail tech companies effectively communicate that they truly understand retail’s business challenges and are equipped with the technology and know-how necessary for retailers to evolve, fast?
A specialist in retail technology PR
Irrespective of where you sit in the retail technology space; whether your proposition is online marketplaces, ecommerce platforms, order management systems, fulfilment/logistics or customer experience and payments, we have over 10 years’ experience developing strategic and creative comms programmes that guarantee to increase brand awareness and share of voice, helping you engage the retailer and shorten your sales cycle.
Say understands the nuances of the retail technology market having successfully helped numerous brands to lead the conversations that matter. We take the best from traditional PR and blend it with social engagement, demand-generation and content marketing.
A fully integrated approach to retail technology PR
By mapping the landscape and buyer journey we help you understand what makes your personas tick – developing campaigns based on industry insights and key issues, with the end goal of driving positive outcomes.
Whether it’s a paid-social campaign, content marketing or pure-play PR, we have the right contacts, expertise and drive to help you achieve results throughout the sales funnel.
As an extension of your marketing team, we’ll help you navigate through this crowded marketplace – crafting and delivering narrative that will change your prospects’ attitudes, behaviours and beliefs to champion your proposition.
See a selection of recent work we’ve undertaken. Contact us to see how we could help you.
Say devised a thought leadership communications programme that showcased the strengths of Magento’s commerce capabilities, and positioned key spokespeople as ‘leading lights’ within digital commerce. The targeted thought-leadership programme allowed Magento to comment on the most pertinent issues affecting online and in-store retail, with regular coverage appearing in tier one and national media.
A further mix of partner communications, customer success stories, news-jacking and industry media briefings meant Magento was seen as a driving force within B2B and B2C retail – talking on a wide range of issues directly impacting end-users.
Thought leadership: focusing on topical issues affecting retailers and their suppliers in the national and trade media. News-jacking and commenting on breaking stories elevated the profile of Maginus subject matter experts. These comments were then adapted to form longer bylined articles – maximising every opportunity to leverage content.
Event support: Secured media briefings with tier one media for Maginus subject matter experts and placed bylined articles addressing key industry issues that aligned with topics being discussed at the event.
Case study dissemination: publicising the work done with key customers such as Joe Browns, highlighting benefits and ROI. Showcasing retailer success helped achieve cut-through in retail media heightening Maginus’ status as a leader in e-commerce.
Say devised a two-week pilot LinkedIn lead generation campaign to showcase the potential of this channel, ahead of a wider-ranging programme in 2020. Say audited and made use of existing Genetec marketing assets to create compelling new content on the importance of user experience in retail, demonstrating how the solution adds value throughout the business – not just security.
Arresting ads, featuring retails trends and case studies, were teased out to a laser focused selection of job titles working for major retailers in the UK.