Digital Marketing for Baby Shop – Simply Baby Lancaster
Simply Baby Lancaster is an independent retailer based in the heart of Lancaster, not far from our own city centre offices. As a digital marketing agency in Lancashire, it’s always a pleasure to work with local businesses. We’ve been working alongside the owner, Julie Shaw, for over ten years, driving her company’s digital marketing efforts and making sure its online presence is as strong as its physical presence in the city.
Simply Baby has shown remarkable resilience over the years. The small business has bounced back stronger than ever when severe flooding hit the city in 2015 and continues to thrive and grow despite the Covid-19 pandemic. The Simply Baby team’s hard work has always been complemented and supported by digital marketing campaigns born from one key objective: to drive footfall into the Lancaster store.
Digital Marketing Brief – Adapting to Change
For a long time, Simply Baby’s website was used as a platform to offer the knowledge and expertise of the in-store team to web users within a commutable distance of the shop. SQ Digital focused on delivering local users to the site, tracking keyword positions in local areas and making it easy for these users to find directions to the store. With such a large emphasis on generating footfall to a physical location, the restrictions placed on businesses and the public during the pandemic led us to reassess our goals.
With fewer people able to visit the store, we knew the objective driving Simply Baby’s digital marketing campaigns needed adapting. While previous marketing efforts had focused on local traffic, we identified several opportunities to attract customers from further afield. We recognised that with more people staying at home, the emphasis needed to shift towards encouraging website visitors to convert through the online store.
Whilst we explored these new opportunities, it was important not to lose sight of our original goals to encourage people to visit the store when it was safe to do so. With this in mind, our proposal was to implement a cohesive customer journey that supports both in-person and online customer transactions. Our digital marketing strategy was to focus on two main objectives:
1. Convert more sales on the website
2. Encourage customers to visit the store to complete their order, should they feel comfortable doing so.