The digital landscape is evolving rapidly, and independent retailers are adapting to stay ahead. During our Digital Mainstage presentation at PrimeTime, OneShop hosted a panel discussion, where NMG retailers that are over performing digitally shared how they are leveraging platform tools, optimizing their websites, and refining marketing strategies to drive growth. If you couldn’t attend, here’s what you missed!
Digital Transformation: A Must, Not an Option
Retailers have dramatically increased their investment in digital marketing over the past several years. Dale from Guler’s shared how their digital budget has skyrocketed from 10-20% to over 60%—with plans to increase even further. PJ from Orsini’s emphasized how the pandemic served as a wake-up call, pushing them to allocate 90% of their marketing spend to digital. Meanwhile, Victoria from Queen City highlighted their transition from having no pricing on their website seven years ago to undergoing two full website overhauls.
Key Takeaway: Digital marketing isn’t a luxury—it’s essential. Independent retailers must continue to embrace digital strategies to compete effectively.
Your Website: More Than Just a Digital Brochure
Your website is no longer just a place to list products—it’s your storefront. Retailers on the panel emphasized the importance of aligning the online shopping experience with in-store branding and promotions. Customers expect consistency across all touchpoints, from online ads to in-store signage.
Key Takeaway: Treat your website like a second showroom. Ensure a seamless customer journey from online browsing to in-store purchases.
Striking the Right Balance: Always-On vs. Promotional Campaigns
Panelists agreed that a mix of evergreen digital advertising and targeted promotions works best. Consistently running ads helps maintain brand awareness, while vendor-sponsored promotions stretch budgets further and increase visibility during peak sales periods.
Key Takeaway: Combining an always-on advertising strategy with event-driven promotions ensures maximum exposure and customer engagement.
Content & Social Media: Authenticity Wins
The role of content creation in digital success cannot be overstated. Victoria from Queen City emphasized starting small, like filming an employee demonstrating a new product, rather than overcomplicating the process. PJ noted that real-time content, such as event coverage and behind-the-scenes footage, builds trust and engagement. Retailers are also finding success by testing organic content and amplifying high-performing pieces with paid ads.
Key Takeaway: Customers respond to authentic, relatable content. Keep it simple, involve your team, and experiment to see what resonates best.
Navigating Short-Term Sales Pressure vs. Long-Term Growth
Retailers must balance immediate revenue goals with long-term brand-building efforts. The panelists stressed the importance of aligning marketing with merchandising priorities, ensuring ads promote in-stock products that drive profitability. They also highlighted the power of storytelling to differentiate independent retailers from big-box competitors.
Key Takeaway: Success requires both short-term wins and long-term brand investment. Make sure your marketing and merchandising teams are working together.
Looking Ahead: 2024 & Beyond
What’s next for digital-first retailers?
- Bigger Digital Budgets: Continued expansion of online ad spending.
- More In-House Content Creation: Engaging, authentic storytelling will remain a competitive advantage.
- Smarter Digital Strategies: Platforms like OneShop will help retailers create high-impact ads efficiently.
- Influencer-Style Marketing: Retailers must embrace storytelling and leverage their expertise to connect with customers in meaningful ways.
Final Thought: As Dale put it best, “If you don’t have OneShop, you’re missing the boat.” Retailers who lean into digital transformation, leverage their websites effectively, and create compelling content will be best positioned for success in 2024 and beyond.
What digital strategies are you implementing? Share your thoughts in the comments below!
