Entries to the Digital Impact category of the 2023 Good Retail Awards have showcased many impressive examples of innovation to benefit retailers, customers and the industry as a whole.
We would like to take the time to say thank you to all who entered. The number of inspirational stories shared by so many in the industry made it a privilege (and a real challenge!) to narrow them down to the final shortlist.
The Digital Impact Award recognises retailers who are using the digital space to create engaging and innovative marketing campaigns.
Modern Retail is delighted to announce the official shortlist for the Good Retail Awards’ Digital Impact Award.
The Digital Impact Award shortlist
The Digital Impact Award shortlist is as follows:
Astonish Cleaners
Family business, Astonish Cleaners, has designed a digital strategy that encompasses a wide range of channels to help consumers to discover, engage with and purchase their products. Their work has enabled them to reach a wide audience through a strategic approach, while offering unique value propositions that shoppers cannot get instore.
Their initiatives include utilising targeted paid media, creating product bundles to increase average order value with free delivery, launching a subscription service and much more. Their eCRM strategy has enabled them to target customers at different stages of the purchase journey with exclusive subscriber benefits, combining this with surveys through their 24,000 email subscribers to understand buying behaviour and inform new product development.
Positioning one of Astonish’s chemists, Olivia Young, as their ‘Cleaning Expert’, Astonish were able to offer valuable advice and gain significant PR coverage, including backlinks to improve their SEO performance. They also sent press packs to key journalists within the cleaning sector and implemented a cohesive social strategy across Facebook, Instagram and TikTok. This has also enabled Astonish to post teasers ahead of product launches, run TikTok Lives to engage with the online community and utilise the TikTok Shop function.
Fuzzballs
Fuzzballs has created social media stickers for fans to communicate with pictures, rather than just text. These are available on text message, Facebook, Instagram, WhatsApp and a whole host of other online messaging services, as well as physical products being available to buy on their ecommerce store and in shops.
Beginning with their well loved designs, they worked on the most common words and phrases fans would want to use, before exploring seasonal, current event trends, mental health and other topics. These stickers are offered for free so that anybody is able to access them and use them to cover any topic or mood. These were promoted directly to fans, meaning they could enjoy and include the Fuzzballs brand in their daily lives.
The Fuzzballs website is a fantastic showcase of the products available to purchase, as well as showing fans wearing the products and with their presence in retailers such as HMV, Hot Topic, Scribbler and Forbidden Planet, this has made it easier than ever before for fans to get their hands on Fuzzballs products.
Fuzzballs’ incredible work has enabled them to have 1.2 billion stickers used and seen to date, without spending a penny in advertising.
Horlicks
Horlicks decided to create a digital strategy to share their new nourishing shakes range. Their approach considered every step of the consumer journey, from discovery to retargeting those that have abandoned purchases.
Their strategy was designed to target longer-tail non-brand keywords, to make sure they were able to reach the most relevant audience. Alongside an optimised Google and Bing ecom ad campaign, they implemented a cohesive Facebook and Instagram organic and paid social strategy, to enable them to share informative content with their target market. This was done through relatable posts, Reels and Stories. Through A/B testing, they were able to find the best places to put their products directly in front of their target audiences.
Influencer marketing was also a key part of Horlicks’ strategy, using two celebrity influencers and two macro influencers to boost brand awareness and generate conversions with a unique discount code for their audience.
To strengthen their educational messaging around the new product launch, Horlicks created an incentivised quiz to drive users into the consideration phase, using this tool to inform people about the range and giving targeted recommendations based on users’ individual answers. Horlicks’ campaign had measurable benefits, with impressive results at every touchpoint.
Congratulations to all in the Digital Impact Award Shortlist
We would like to say a huge thank you to all on the Digital Impact Award shortlist, as well as to those that entered the category.
For more information on the Good Retail Awards, click here.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.
