Hillier case study retail summit feb 11 2013

“How will Social Technology change the shop floor experience
for customers over the next 5 years? ”

Pete Doyle, Managing Director, Social Retail Limited
www.socialretail.co.uk
@socialretail
#highstreet13

About Social Retail

Founded by former Retail Manager, Pete Doyle in 2008, Social Retail was the
About Us
UK’s first Social Retail specialist consultancy and training company.

Pete Doyle has a enjoyed a quality professional retail career over the last 25
years for some of the most successful national and international retail
companies such as Waitrose, Toys R Us, Hamleys of London, Direct Wines and
M&S.

Pete was behind the launch of Waitrose.com in 1999 and founded the early
online business for Toys R Us in the UK and globally for Hamleys of London. His
unique retail career gives him a 360 view of the way retail works and how
social technology will help retailers grow their sales.

Our Social Retail Blog is ranked top on Google out of 1bn sites, our
@socialretail twitter reach is almost 20m and our clients include British Retail
Consortium and Henley Business School.

(C) Copyright Social Retail Limited -2012. All Rights Reserved.
Registered Office 1 Forbury Square The Forbury Reading Berkshire RG1 3EB Company No: 06638459

Social Technology next 5 years

Connected Customers

Connected Stores

Digital Skills of Staff



Connected Customers

• Wifi
• Smartphones
• Tablets
• ‘Real time sharing’
• # communities



Connected Stores

• Digital Crowd Sourcing
• Digital PoS
• Digital Merchandising
• Store to Store
• Store to Head Office
• Store to Suppliers



Digital Skills

• Skills gap of shop floor staff
• Investment in digital workforce
• Multi-channel approach
• Customer service is not a
department
• Are you investing in the digital
skills of your shop floor staff?


The Shop Floor Theatre

versus


Multi-Channel : Are your Operations Joined Up

Wk/Mth Wk / Mth
Topic 1 Topic 2

• Integrated
Social Channels
Approach Twitter, Facebook, YouTube,
Blog, Smart Apps
Channels

Broadcast Channel
TV,PR, Website
Radio, Newsletters
Events & In Store Channel
Shopfloor / Consumers Shows /
Trade Shows / Local events

Face to Face Channel
Sales Team / Trade Relationship

Time

Mark Pitman, Operations Manager, Hillier Garden Centres


Ecommerce is now LOCAL & MOBILE ....

“the future of the web is local”, Peter Fitzgerald, Google UK

Investing in your “80% of retail searches are done on mobile”
‘Shop floor’
“ retail is about being local, mobile and personal with a theatre event in store ”

“When a customer invests their own time to visit one of your stores, let’s
welcome them with open arms and serve their needs.”

“ecommerce is not a head office function any more”

“we built ivory ecommerce towers in the late 90s and now ecommerce needs
to be managed locally with trained and competent social ambassadors on the
shop floor “

Social Retail is the only company in the world with a structured and proven
training programme to enable retailers to create ‘social shopfloor
ambassadors’.


Your Shop floor colleagues are your Ambassadors..

The Business Case for investing in “Social Retail Amabassadors”

Investing in Increase the local connections by allowing shopfloor staff to use smartphones
‘Shopfloor’ / tablets on social media , during the quieter periods in the trading day.
Ambassadors
Each shop ambassador can :-

1. Drive up a local following and connections
2. Exploit time sensitive offers and attractions locally
3. Grow sales
4. Improve local customer engagement

Our recent case study has proved that empowering shop floor staff to use
social media can bring about many business benefits..

Improved footfall and sales
Enhanced customer experience and engagement
Empowered and enthusiastic employees
Sustainable local marketing within the local communities
Increase the REACH of your marketing networks


Our Recent Case Study

Staff
Ambassadors • Hillier Nurseries established 144 years ago in
1864
Our Hillier Case • Expert Publishers on Trees, Shrubs and Plants
Study • 67 Gold Awards at Chelsea Flower Show
• Supply trees to Olympic Stadium
• Royal Warrant
• Supplies retail trade
• Retails from 13 Garden Centres
• Over 200,000 products
• Turnover of £30m



Before
Customer March 2012
Experience

Our Hillier Case
Study

1 H/O Twitter Covering 13 Managed by 1
Account Garden Person
Centres +
@hilliergarden Online Store ‘On the side’

Single point of Failure at Head Office
Not Local Stories
Not close to the action / local issues
Too distant



After
Customer August 2012
Experience

Our Hillier Case
Study
14 Twitter Followers Army of
Accounts 500 to 2129 Enthusiastic
Ambassadors
13 local + 1 Reach deployed in local
national 70k to 2.5m communities

We’ve created a reach of 2.5million people in local communities
Sustainable local marketing channel
We have an army of empowered enthusiastic ambassadors
Head office can lead ‘The Conversation Plan’
Well Trained and Compliant Local Ambassadors
More fun to work on the shop floor



Our Approach was to PILOT first and closely monitor
Customer
Experience

• We ran a pilot across 3 stores for 12 weeks.
Our Hillier Case
Study
• Professional training and weekly reports and coaching from
Social Retail with our 4 years experience of local social
media
• Careful and diligent compliance to company tone of voice.
• Increase the digital skills of shop floor employees.
• Our first direct sales within 8 days.
• Engaging and happy shop floor employees.

• After a review, Hillier decided to roll out to the rest of their
garden centres.


Example of a Social Conversation

• How to Tweet?
• Start a conversation with someone.


Conversation Planning - Twitter

• How to Tweet?
• A reply..



• How to Tweet?
• A conversation...



• How to Tweet?
• Link to picture of plant..



• How to Tweet?
• Etiquette.. ‘Thank you’ goes a long way...



• How to Tweet?
• Happy Customer .....


Reporting and Monitoring

Weekly Tracking and Insight Reports with advice and guidance

@hillierbath

Increase Increase in
Mutual Inner Outer
Followers in Mutual
Friends Reach Reach
Followers Friends

Week 6 145 13 55 6 33196 66192

Week 5 132 16 49 7 30931 55528


Sharing best practice..
Tweet of the Week – sharing best practise

@hillierbath


Social Communities

” Social Retail worked with us creating a pilot in Social
Media, using Twitter, within a small selection of stores.”

“The pilot was deemed such a success we are rolling this
out to all our stores during 2012”... Mark Pitman,
Operations Director, Hillier Garden Centres.



Social Retail Pilot with Weekly Reports and Conversation Planning
Growth over
Week 1 Week 9 period
Twitter Account Twitter Name Followers Reach Followers Reach Followers Reach

HillierGarden @hilliergarden 454 9,472 585 226,867 29% 2295%

@hillierbath 43 21,798 209 238,906 386% 996%

@hillierbosham 25 23,038 114 104,415 356% 353%

@hillierpevensey 34 16,141 90 85,684 165% 431%

Total 556 70,449 998 655,872 79% 831%

Andy McIndoe @andymcindoe 330 16,141 462 269,275 40% 1568%



Hillier Garden Centres - Social Media Monitoring Example Report

Run on 15/08/2012
Run by Pete Doyle
Example Report : Twitter Reach Report

Reach Report
Twitter Account Store Name Inner Outer Total
@hillierbath Bath 347,412 140,469 487,881
@hillierbotley Botley 4,706 6,935 11,641
@hillierbanbury Banbury 3,183 97,349 100,532
@hillierbosham Chichester 498,692 1,622 500,314
@hillierhorsham Horsham 43,396 2,441 45,837
@hillierhemel Hemel 85,967 5,149 91,116
@hillierplantctr Braishfield 3,358 1,952 5,310
@hilliersunndale Sunningdale 18,695 5,065 23,760
@hillierpevensey Eastbourne 214,820 752,237 967,057
@hillierliss Liss 4,240 3,774 8,014
@hilliernewbury Newbury 729 2,707 3,436
@hillierwinchstr Winchester 10,087 1,490 11,577
@hillierromsey Romsey 3,630 11,924 15,554

@hilliergarden GCHQ 44,171 239,154 283,325

Total all accounts 1,283,086 1,272,268 2,555,354

(C) Copyright Social Retail Limited 2012. All rights reserved.



Industry Publicity and Acknowledgement too


What are the commercial benefits using
local Social Media in Stores?

Empowered shop floor staff grow their local sales and
improve customer engagement and experience

Sustainable links deep in the heart of local communities

Investment in digital skills within the workforce – great for
talent spotting future digital managers within the business

Using social media in an engaging and empowering way to
get real feedback from customers in the community

Opportunities to develop local digital marketing channels and
give you a sustainable competitive advantage, locally

Opportunities to exploit new mobile and tablet platforms in
practical ways on the shop floor


What are the management challenges using
local Social Media in Stores?

Technology – wifi and smartphone / tablet tools

Shop floor staff will need professional social media training to
ensure consistency of approach and brand values upheld –
Social Retail are experienced at training shop floor staff on
using social media tools and sites.

Cannot scale in one go – Social Retail will manage a pilot for
you across a cross section of store formats

Monitoring each conversation – Social Retail will monitor and
coach shop floor management on weekly basis during a pilot
period

Time management of shop floor staff – avoiding conflicts with
other operational duties . Social Retail audits the best time of
day and day of week to carry out the social media activity


Julie Stenning, Plant Assistant, Hillier Bath Store


Georgina, Customer, Hillier Bath Store


Social Retail Customer Engagement

Audit Strategy Pilot

Monitoring Monitor
Your Organisation

Training Policies Evaluate


Contact details

Pete Doyle
Managing Director
Social Retail Limited
www.socialretail.co.uk

Tel: 0207 193 5004
Mobile: 07445 845 560
Email: pete.doyle@socialretail.co.uk
Twitter: @socialretail

Registered Office: 1 Forbury Square, The Forbury, Reading, Berks, RG1 3EB


Hillier case study retail summit feb 11 2013

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