In today’s retail world, “a strong online presence isn’t optional anymore — it’s just not.” 

This matter-of-fact statement kicked off the digital mainstage at NMG’s PrimeTime event in San Antonio, Texas, with VP of Digital Services, Adam Gilbert, taking the stage to embolden Independent retailers with a strategy to achieve success in the digital marketplace. While acknowledging that digital can feel overwhelming and complicated, Gilbert continued to build a case for the necessity to reach shoppers wherever they are, citing that U.S. online marketing spend is projected to hit $405 billion in 2025. What’s more, U.S. companies are reporting that 80 percent of their overall media budgets are being allocated to the digital channel.

Yet, as Gilbert cautioned, online success is not just directly proportionate to how much a retailer spends on digital. It’s about how that budget is spent to optimize the tools available. “Technology is the tool, not the goal,” he added. “If it’s not solving a problem or making life easier, it’s just noise.”

Asking the Right Questions 

“Whether you’re choosing a technology partner, investing in a new feature or adopting new software, you need to think about it the right way and ask the right questions,” Gilbert advised. “We want you to leave PrimeTime feeling comfortable with an actionable list — so you can invest in digital with confidence and make the most of every dollar you spend.”

He then proceeded to cover two key questions that every Independent retailer should ask before paying for any new service or plan.

Question 1: Is this technology, feature, program or partnership going to help you look as strong and capable as your biggest competitors? 

While your business may not compete directly with the likes of Amazon or Apple, these global giants are setting consumer expectations for what a seamless and professional online experience should look and feel like.

Because first impressions are especially crucial in sales, creating a premium and “polished” browsing experience builds digital credibility. However, as Gilbert notes, “What was considered ‘polished’ five years ago is now outdated.” Today’s version of a professional, put-together site includes:

• High-quality images
• Faster load times
• Smooth and clear navigation with no broken links
• Up-to-date content and product information, including pricing
• A brand experience that matches the in-store experience

NEED A POLISHED WEBSITE? OneShop can help. 

Having a website that is easy to maintain is essential because consistency builds credibility. And with today’s shopper, nothing speaks louder than a customer’s endorsement. Word of mouth is powerful, but online reviews that are current, relevant and visible are unbeatable credibility-builders.

“So what happens when a review is negative or untrue?” Gilbert asked. “How do you ensure positive reviews shine? And how do you get enough positive reviews?”

Implementing a system and utilizing technology to gather and manage reviews easily is critical and worth the investment. Relying on manual methods like a note on your counter may rally some reviews, but not enough to make the right impact.

GET HELP managing your online reviews. 

Unfortunately, your digital efforts to build credibility won’t matter if customers can’t find your business online — a hard truth that segued into Gilbert’s second question to consider before investing in any digital technologies or services.

Question 2: Will this help my business become more visible? 

Because visibility involves organic SEO and paid digital strategy, a good provider should be able to balance both. Gilbert noted that, while there are countless agencies and independent contractors who offer digital advertising services, working with a third party that knows your industry is paramount — because the most effective digital strategy involves more than running ads on Google. It involves always on programs, timely promotional campaigns, utilizing Vendor co-op, targeting the right audience and also retargeting.

LEARN MORE about NMG OneShop digital advertising options. 

“Across our Member network, we see thousands of successful approaches to drive traffic and create differentiation — recipes for success,” shared Gilbert. “The right technology ensures you have the best ingredients to scale — so you can bake more cakes, not just mix more batter.”

But what about the fear that digital advertising will push shoppers to buy online instead of in-store? 

Gilbert addressed this concern with data that confirms strong digital programs help to drive more foot traffic to physical store locations by reaching shoppers where they begin their journey — online. More specifically, over 60 percent of in-store shopping trips now begin online, up 25 percent from 2022, highlighting this growing trend.

And what about attracting shoppers with a strong promotional strategy? 

Gilbert offered advice for this, too, in the form of three additional questions to ask:

• How easily can you update your website to support key campaigns and seasonal events?
• Can you quickly adjust content, ads and promotions?
• Can you do this at the speed of retail?

In Gilbert’s own words, “If your website makes these changes difficult or you have to do the work because it doesn’t update products or pricing for you — that can be a big issue that eats into your margins.”

Going back to targeting the right customer or category, Gilbert also touched on the importance of evaluating technology from the vantage point of customer intelligence and finding a technology partner who truly understands your target audience.

Another question to ask is: Are they equipped with the right customer profiles, geography and automation to stay engaged with your most profitable shoppers?

Not only that but finding a partner that understands your company’s unique service and expertise is key to setting you apart from big box competitors. Gilbert shared a few more questions for thought on this topic.

• How are these differentiators highlighted?
• If you carry exclusive products, does your website and advertising strategy tell that story?

 

Final Thoughts

Wrapping up his message, Gilbert ended on the thought that, “after years of working in this space, [NMG knows] that every retailer has their own preferences when it comes to how hands-on or hands-off they want to be with their marketing technologies.” While many Members want help to free up time for other areas of their business, others want more control.

To help determine how much control makes sense for your business, Gilbert offered several follow-up questions to reflect on:

• Do I have someone on my team who can manage the day-to-day tasks?
• How many hours does it take each week to keep things running smoothly?
• If digital advertising and website updates are managed by me, how can I track the effectiveness?
• If I decide to handle it myself or delegate, are the tools easy to use or do they require a lot of development work?
• How am I keeping track of trends and changes?

“When you’re not using the right tools or the right experts, you do run the risk of hurting store profitability,” Gilbert spoke candidly. “The amount of work that falls on to your plate is significant.”

The key to successful technology, Gilbert added, is flexibility. The right tools allow you to be hands-on or hands-off, depending on what works best for you and your team. And the tools should be easy to use, regardless. Built-in automations can take care of the essentials, like generating leads, keeping your website updated with products, promotions, pricing, reminder emails and more.

Overall, your online presence and the digital tools you use should be working for you, just like an employee.

“I couldn’t hire a team to do what OneShop does for my business.”  

~ Dale Johnson, Guler’s Appliance & Mattress

 

NMG OneShop has developed and evolved our platform to weed out the noise and focus on what makes the biggest impact for Independent retailers in our industry.

Interested in learning more about NMG OneShop for your digital strategy needs? Click here.