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Chapter 8  Digital marketing

Place today also involves mobile access to our site. This has grown significantly so 

that it is now 20% of our traffic. But it is a browsing channel, so conversion rates will 

be lower. It’s used for different applications depending where the consumer is. If you 

look at our target audience of busy females, they are always on the go and are increas‑

ingly using their smartphones and tablets for research and store location while shop‑

ping. We try to encourage use of mobile through in‑store features like point‑of‑sale 

posters and  shelf‑  ticket labels explaining the benefits of mobile.

We use different forms of qualitative and quantitative research both online and 

in‑store about usage of website. However, it is difficult to have a complete ‘single view 

of channel’, since it’s not possible to collect email address consistently across chan‑

nels, for example.

Place also relates to how you combine online and in‑store experiences. We want to 

provide a service that fits around the varied needs of our customers, that’s why we’ve 

expanded our delivery options to include Reserve and Collect where customers can 

reserve products online for free and then collect in‑store at a convenient time.

Promotion is about driving visitors using the channels available to all, such as 

search, affiliate and display. There is also promotion to existing customers using email 

marketing where we look to encourage increases in average order frequency and 

breadth of categories purchased, those are our KPIs here. Many customers will have 

bought in a single category, so the CRM programme will encourage that, for example 

by offering free delivery in a category. This is another area we’re looking to refine and 

we have a specific role for this.