Online Store and Social Media Marketing
Swan Lake Nurseryland is as old school as it gets when it comes to online with most of it’s regular shoppers being 55+, the store were hesitant with the value digital could bring to their, older, customer base.
Under my company perBodhi Experience Design, we were challenged to appeal to younger shoppers and help those, unfamiliar to Swan Lake, understand their values and what the business had to offer to increase loyalty and spend.
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Overview
The Project
To help build a new, younger (18-55), loyal customer base and increase awareness of the company’s products and values.
Considerations
In business for over 57 years, the family business, Swan Lake Nurseryland, Fruit Market and Garden Centre, with florist and bakery, primarily focuses on serving its local community with local, farm and small business sourced goods and produce. They are nervous about selling or deliver online, valuing in person connections over digital. An element of the strategy is to help the business understand the value of doing business online and building a stronger business.
The Problem
The store’s loyal fan base is 55+, literally, dying off and value digital relationships less!
Swan Lake must appeal to a new generation of loyal younger customers in a highly competitive environment.
The existing web presence is little more than a static brochure with a small area used for updating weekly offers from the flyer. Traffic to the site is very low with little or none to other parts of the site.
The social media campaigns, only on Facebook, do much better, but do not talk to their audience or convey the store values effectively using stock photo images and box standard messages.
Print driven marketing is old fashioned, extremely busy and heavy on text making it difficult for customers to consume or be drawn to.
The Opportunity
Revamp, energise and refocus their website and social media content taking advantage of the weekly flyer content, events and promotions.
Make content more personal and reflective of the store and its values telling stories that convey the stores values and why they should shop there.
Enhance overall graphic style and image of the business through all mediums.
Research
Users Surveys & Interviews
Using a google forms questionnaire. 5 researchers, using tablets, interviewed 53 customers, in store, over three days
Loyalty to the store was apparent with almost a thrid of those interviewed having shopped with Swan Lake for more than eleven years. Less than half were customers from the last 7 years with only 10% from the last two years.
Persona’s
Pivoting this data in Excel derived initial personas for each age demographic.
