The pandemic has changed the face of the digital world and has highlighted the opportunities available for online businesses and the need to act fast.
Putting our customers first drives everything that we do at RS, which is why we constantly analyse our customer data to understand the online journey and their needs, including brand loyalty and brand related searches. This provides us with the information to help create the right online content to support them, as well as helping to build trust and loyalty in brands and products. It’s therefore important that we work with our suppliers to ensure online brand visibility to increase sales.
In March 2020, we launched a new Supplier Sponsored Content Enrichment Programme - looking at creating the right online supplier content to aid customers’ decision-making, ultimately leading to a purchase. Using our customer data, the programme tailors activities such as new product introductions, marketing support, product guides, images and videos and SEO keyword strategies, based on both the customer and the supplier’s needs.
Our first supplier partner to join the programme was Schneider Electric, aligning to a 12-month programme. On asking about the programme they commented,” The SSE program has been a true success story from its inception, giving us the ability to define joint priorities, and also ensure we have a consistent content improvement focus that is always on, typically delivering double digit growth on each product group we target,” they continued, “In terms of Omnichannel customer experience, we understand that a large % of customers start their research on the internet – regardless of where they purchase – and the SSE program gives us the ability to ensure our product content is tailored for RS Components customers evolving needs.”
The programme has gone from strength to strength, with a further eight suppliers participating by the end of FY20. Results from 2020 typically showed an improvement in product views (+17%), card additions (+22%), SEO entries (+17%), with the average MROI across all programmes achieving 17:1.
All the feedback from our supplier partners has been positive and the programmes are constantly evolving. If you would like more information on the programme and how we can work together to improve online content for your brand, please contact preston.taylor@rs-components.com