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James Woodbridge

Forum Replies Created

  • Hello, I am assuming you sell retail products and Andy’s comments are spot on. It has been proven endlessly that around 60% of the discounts supermarkets offer provide no benefit in gaining further transactions or incremental basket size as customers would buy these regardless. So it depends on what you are trying to achieve. Is value a core part of your brand message or are you just offering a discount to get you out of a short term sales slump? In NZ retail there is a portion of consumers who will only shop for the “bargains” and once they figure out your brand does this regularly they just wait for the next offer eg Katmandu, Briscoes, Air NZ. I view NZ as a niche market as we are only 5m people so to be successful you need make your brand as accessible as possible to the widest possible audience. Consider having a part of your range targeted at value orientated customers and other parts focussed on core and premium products so you can balance your GP at a sustainable level. If you choose your products well you will find “premium” customers will add an additional item to their basket just because its good value as well as building transactions across the board. I am happy to have a deeper conversation to support as i have extensive experience in this space. jwoodbridge@xtra.co.nz
    All the best
    James

    It’s difficult to provide you a clear answer as there are too many details missing such as ….what do you sell (product or service), is what you sell designed for the mass market, do you already have an online store and how would a physical store allow you to grow…..any more details would be helpful.

    cheers
    James

    Interesting question. Try thinking about a brand as a relationship you want to develop with another person – your customer. It requires your brand to stand for something and the more you can define that “something” the more understandable it will be for customers to know what benefits your brand (product or service) can provide them. It not simply a nice logo. To become a Whittakers or Pak’n Save takes time, money and consistent clarity in communication of that “something”. Clearly Pak’n Save is all about value, Whittakers is about about heritage. Their messages reflect these inherent properties consistently no matter what media channels they use include instore comms. Unfortunately there is no quick solution but if you are genuine about building a brand and need support you can contact me directly at jwoodbridge@xtra.co.nz.
    All the Best
    James

    Hi Ronnie,
    and thanks for reaching out. The ready meal home delivery market is growing but it is also very competitive with incumbent brands dominating this space. The challenge is building a clear point of difference to your competitor set (Woop, HelloFresh, My Food Bag etc) and investing in media and or PR to build awareness. An initial incentive to encourage first time users to buy is also essential.

    I like the fact that you have chosen to position the brand around unique needs such as dairy free, gluten free etc. However, these are niche markets so your potential audience will be small and hard to reach. Unless you have the skill set to do it yourself I suggest you take an online digital marketing course (Udemy offer a comprehensive one for only US$10) to upskill or talk to a digital agency to support an investment into social media platforms.

    Your food looks really tasty and I’m sure you produce excellent product. This is only part of the solution – ensuring you have speedy and reliable delivery partners is critical and once you are seeing some transaction growth you will need to start a retention program to hold onto those customers who have purchased from you. The customer churn in this market is significant unless you are putting as much effort into retaining existing customers as you are into attracting new customers.

    Unfortunately, just putting a website online is the easy part. I would think you should focus on building awareness and giving people a reason to trial you.
    James

    Hi Sam,
    I am assuming you have an e-Commerce website and that Jacinda is not a paid endorser! So, you need to be a little careful with using her image. However, you should be pumping up your digital communication to highlight this fact. Im sure popping in an image of our PM wearing your merchandise will be safe ground to play in but you can’t lead customers to think she is endorsing your product.

    There has always been some chatter about her earring choices so you might find a way to gain some PR by approaching one of the breakfast TV shows who are big on highlighting small business doing great things and combining your Jacinda earring angle with and general conversation on earring styles might be something that gets the producers interested.

    Hope this helps.

    Hello, it would be helpful to have some more detail on what type of business you are running and some detail on exactly what you are doing to drive awareness / call to action in the digital space. I doubt credit card fees have much to do with generating new online business. If you aren’t able to share these details on the Manaaki platform you can email me directly and in confidence at jwoodbridge@xtra.co.nz.

    cheers
    James

    As well, if you want to go the self help route look online at Udemy which has a series of great tutorial class for as little as $10 which will teach you how to build out your strategy and tactical approach to lifting your awareness and targeting online.

    Hello, I’ve taken a look at your website and what a magic part of our country you live in! I can absolutely see the attraction for plenty of Kiwis to make the visit and take advantage of what you offer. Overseas guests will be a longer term challenge but I expect a renewed interest by all Kiwis to see their own backyard and support local before investing in overseas holidays will see your niche sector of the tourism industry bounce back well. The challenge is to get the message out now to secure future bookings.

    There will be other contributors with more detailed info but I can recommend you visit Udemy online and take their digital marketing course (its only $10) which has a wealth of information on getting setup for online marketing. It is step by step and goes into detail in all subject matters (email, Instagram, FB etc).

    I would also suggest you connect with other service providers on the QC Track and you could work together to drive foot traffic.

    All the best
    James

    Hello,
    that’s a difficult proposition. I know in Hong Kong right now they are running a no try/buy policy meaning customers are not allowed to try on items pre purchase. MBIE should have some guidance on this on their website.

    Many of the largest online retailers globally are clothing labels so there are plenty of customers who already buy without the benefit of trying the garment on for size/look. Depending on how your brand is positioned you could have a policy of no trying on before buying which customers will understand.

    Is this an opportunity or even a necessity for your business to look at developing an online store as well? It will be some time before retail trading patterns start to get back to “normal” and you should expect that some of your customer base will be more open to online shopping than they have in the past. I would seriously be considering this as a new sales channel.
    James

    Hi, its not a simple yes or no answer and we probably need further detail on your current brand, market position, customer base and USP etc etc. I am happy to talk to you directly and in confidence. What I can say is that, as important as we think our brands are in the minds of customers, any given brand occupies only a small part of our customers mind set. Right now, if your brand is not a vital part of your customers need set I would refrain from any change in branding as the messaging will be lost.

    If there is a compelling reason to consider a re brand, use this time wisely to completely understand what the new brand will bring to your existing customer and potential customers. Hopefully you have in-depth research that is guiding your strategy. If not make that investment to ensure you get the rebrand right when it is time to make the change.

    Happy to have a chat
    James

    Hello, the general consensus from all the business owners I spoken to would reflect that most have landed on a 50% reduction for an initial 3 month period.

    Landlords have realised that it will be more secure for themselves to hold onto current tenants for the long term if they suffer a bit of short term pain. If they have tenants falling over it will be extremely hard for them to get new tenants given the foreseeable trading environment. So you are probably in a better negotiating position than you might think.

    Also consider where you are in the term of your existing agreement. If you are near the end of the agreement and plan to stay longer use that as part of your negotiation stance. I think you need to clearly spell out your position and paint the picture for them what the future will look like if they lose you. I would further encourage you to seek some legal advice on your lease agreement to understand all your options.
    Best of luck.

    Hello, as well as Craigs comments also try the folks who do your equipment servicing as they may be looking for equipment or parts to help get going concerns up and running again.

    James

    Excellent answers above. I can only add 2 things. Cash is king and if survival is the priority right now then talk to your customers and pull in as much cash owing as possible. Be open and honest about your situation as I have found most people are willing to support one another as much as possible.

    The second thing is staff. Probably your team feel a little like family and you don’t want to see any of them lose their jobs. But the reality maybe that you need to let some go to ensure the business stays whole and that you have jobs for the rest. Don’t procrastinate on this. Move quickly and decisively.

    All the best

    Hi, in addition to the above I have noticed some non essential goods being sold as well from some retailers claiming they are essential. If you are not already, I would be ramping up you normal advertising immediately knowing you can ship from Tuesday next week (if not earlier). You will be able to capture the eyeballs of those potential customers who are home this week and have time to shop online – they maybe be busy back at work next week and you maybe able to pick up some extra business. Can you incentivise your existing database of customers to share your posts online with their friends to “support NZ small business” to build your reach?? All the best. James