RETAIL MATTERS
Retail matters Q
Christy Foster, Managing Director, cmf@online4baby.com
It’s been a challenging start to the year so far, with the retail industry experiencing downturns in growth predictions due to rising business costs and current market conditions. Businesses need to be able to adapt and trade accordingly to continue driving performance to new heights. This month Online4Baby’s Managing Director Christy Foster discusses the huge growth plans for her brand and how she plans to achieve these, with some exciting new activations in the pipeline. 40
nursery today
2 is upon us, and for Online4Baby that signals the start of an exciting new chapter for our brand. Our website re-launch is around the corner, we have some impressive upcoming launches, and some amazing marketing activations in the pipeline. For many of us, the Covid pandemic highlighted just how important a business’s eComm and marketing strategies are, especially when it comes to long-term growth. With many people having turned to online shopping throughout 2020 and beyond, businesses had to quickly adapt and change their strategies. Having looked at our business, we made some small-scale changes to improve the customer journey and onsite conversion, as well as offer online support and advice for parents to make their buying process even easier. Alongside our exciting upcoming activations, we have some internal plans to help further drive business performance, with a move to a brand new office space at over 10,000 sq. ft. Our plan to bring all teams under one roof will improve internal communications and enable everyone to share insights and learnings. I believe that all teams within the business - whether that’s marketing, finance, eComm, customer service, or operations, can learn something from each other, and this move will help drive that, and in turn further drive our ambitious growth plans. The office space will also house our new social studio, which will transform our ability to create and film content quickly. Our How-To videos across YouTube and Facebook have been performing well for us, so we want to continue driving these, and come up with new and innovate ideas to excite and advise our customers. We have an amazing online community - from parents-to-be, first-time parents, and grandparents, amongst many others, and we want to be able to give them the best experience when shopping online with us. The social team has been doing an incredible job coming up with new ways to delight and excite, including launching on Tik Tok, which has enabled us to directly interact with our followers. It has been really well-received; we are able to answer comments in real-time and showcase products up-close to the
Elliott Metaireau – Ecommerce Executive
Laura Balan – CRM Exec
Grace Hall – Digital Apprentice
Our O4B family is
growing!
I am so excited to introduce you to the new team members joining Online4Baby as we continue to expand. Our eComm and marketing channels are integral to the business’s long-term growth plan, so we can’t wait for these digital superstars to shine and drive exceptional performance for the brand.
Jake Wild – Digital Acquisition Manager
