South African chain store Woolworths revealed the company’s plans to launch a new website and 60 online campaigns last week at The Heavy Chef Project’s March session on e-commerce in Johannesburg.
According to Nikki Cockcroft, head of online at Woolworths, up to 60 percent of its online conversion comes from Woolworths’ homepage banners.
“The opportunity to promote is massive. You just need to make sure that the adverts on your own site are just as amazing as the ones you put onto publishing sites,” Cockcroft said as she shared e-commerce tips.
The key to online success, Cockcroft explained, lies in changing online behaviour through internal digital education as part of a customer-focused approach.
“Online doesn’t have a start date and an end date,” she said.
“First build the strategy and then adapt the technology around it. It’s not brands that are changing, it’s the consumers in their response to technology.”
She pointed to Woolworths’ success in employing the omni-channel approach, described as “the evolution of multichannel”, Heavy Chef reported.
This approach leads the customer on “a unique journey”.
Geared towards promoting digital marketing in the community, The Heavy Chef Project hosts monthly sessions in support of business development.
Initiated by World Wide Creative, a variety of educational, informative and workshop events take place in London, Cape Town and Johannesburg.
