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Unprepared Ep 10 - What happened with Ecommerce in the UK with Adam Clark from Reload Digital

Timestamps

  • [00:00] - Intro
  • [01:18] - What does Reload do? 
  • [02:02] - What happened to businesses when the pandemic hit
  • [04:13] - Businesses moving to digital platforms
  • [06:01] - Good activities for people to focus
  • [08:23] - Where to find Adam

    Resources:

    Key Points: 

    • Reload Digital is a global digital marketing agency that has a huge focus on Ecommerce. 
    • Reload is a blend of agency and consultancy in London. They do PPC campaigns, SEO audits, email delivery, customer journey mapping, digital transformation, and other strategies.
    • The immediate reaction of people in the UK was panic since they don't know what it means for them, their business, and their customers. 
    • A couple of industries like travel and events have been severely affected. Meanwhile, essential products skyrocketed in terms of demand. 
    • Some businesses had their best months, similar to when the Christmas peak retail period. 
    • The pandemic has affected businesses differently. It often depends on the business state, your cash flow situation, and customer sentiment. 
    • Reload's mantra for every brand is that look at your own data, get a feel of what your customers do, and use industry reports and surveys to give your business a steer but not letting it lead. 
    • Shopify is seeing a higher than the traffic that they got on Black Friday which was the biggest selling holiday of 2019.
    • There's definitely a decline in traditional retail, but now the traffic and money are going and being spent online. 
    • Businesses that have updated their website fairly quickly are adapting and making the most out of the change. 
    • Make sure the messaging is there and you're communicating with the customer and letting them know what's up.
    • Brands are doing well in making sure that they understand the mindset of their customers. 
    • Brands don't have to go for immediate sales, there are lots that can be done to stay active like utilizing social media, supporting health industry workers, and more. 

    Transcript

    Chase Clymer 

    All right everyone. Welcome back to another episode of Unprepared. Today we're welcoming to the show Adam Clark from Reload. Funny enough, I can't see Adam now but we're gonna make it work and post. This is the magic of technology. Welcome to the show.

    Adam Clark  

    How you doin’? Nice to be here. 

    Chase Clymer  

    I'm doing fantastic. Not enough coffee, yet. Start of the week. 

    Adam Clark  

    Absolutely.

    Chase Clymer  

    Awesome. So you're across the pond as they say. How...it's funny. I've had a lot of video...a lot of guests on this from different parts of the world. So I'm getting a very worldview of how this is affecting Ecomm. I didn't know that my network was so vast, but it's very fun. So what's going on over there?

    Adam Clark  

    Yeah, I think it's probably very similar to what's happening over in the States and around other parts of the world. So we're probably about four or five weeks locked down in London and the rest of the UK and then Europe. Europe's the same but I guess different degrees because Germany, as of I think today, is starting to lift restrictions and things like that.

    So yeah, it's a strange one. I think it's going on for a while now. So I think everyone's getting a little bit over it. But and yeah, I think I'm excited to have a chat and see what brands can be doing to make the best of it, I guess.

    Chase Clymer

    Awesome. So I mean, for those that are unaware, what does Reload do? How do they help?

    Adam Clark  

    Yeah, so we're a global digital marketing agency. So we work with brands across the world. We have a huge Ecommerce focus. In London, where I head up the team here. We're a blend of agency and consultancy. So we do all the doing...the PPC campaigns, SEO audits, email delivery, but we also do a lot of strategies as well. So customer journey mapping, digital transformation, how do we upskill our clients' internal teams, things like that. So kind of blend.

    Chase Clymer  

    Awesome sounds kinda close to what we do over at Electric Eye here in the States. So This count...we've been, we're just talking about this in the pre-show. We're looking at five weeks, roughly, you know where we're at now. What happened right when it hit with your clients? What were you seeing as a result? And then kind of what has happened since then?

    Adam Clark  

    Yeah, trying to stretch back five weeks feels about five years in this kind of climate. 

    Chase Clymer  

    Oh, yeah. 

    Adam Clark  

    I think the biggest thing we saw was just panic. I think everyone got hit the same. There's that. So when the government induces a lockdown, I think everyone is affected at the same thing about, "Oh, god, what does this mean for me, and the business and our customers?".

    So we saw immediate panic but I guess our job during that was to handhold and to try and give some clarity. And we're very performance-focused in what we do. We look at our clients’ data and really get a handle on what actually is happening. 

    So our first week, when everything was announced was very much that. I think we did many strategies across all of our clients. The team worked flat out to try and give the clients that we've got some answers to what they should do. I think how that's changed is, I think a couple, unfortunately, a couple of industries have been severely affected like travel events, that kind of thing. Which makes it difficult to do the bottom of the funnel activity. 

    But what we've seen across, particularly in certain verticals, you know, as essential products, and that kind of thing just skyrocketed in terms of demand. So, there's quite a few clients that have been able to navigate that and are actually posting their best months for the last couple of years...bigger than sort of peak retail period and the kind of the Christmas that nobody really wanted. We're seeing across certain verticals. 

    But I think the key thing is it's just affecting everybody differently. Doesn't matter what. Whether in luxury fashion, in home care, it really depends on your business state, your cash flow situation, kind of your customer sentiment at that point. So I guess our mantra with every brand we're working with is just looking at your own data, really getting a feel for what your own customers do, and using industry reports and surveys and that kind of thing to give a steer, but not letting it lead you too much.

    Chase Clymer  

    Yeah, that's some good advice there. It's funny, you compared it to Christmas and Black Friday, almost. I saw a report on Friday that Shopify, their platform is seeing traffic that is higher than the traffic that they got on Black Friday of last year. 

    So what that means is daily, they're surpassing the traffic that they got on the biggest selling holiday of 2019, which is insane to me. That's how much new businesses out there moving to Shopify, or how much new business is coming in. And all this money is being spent somewhere and there's definitely a decline in traditional retail, but now it's going online and it's being spent online. There's actually a bump across the board on Ecommerce.

    Adam Clark  

    Yeah, absolutely. I think it's just that kind of acceleration of a trend that's been happening for the last 5, 10 years of retail starting to move online. And I think, I guess what's notable is the brands that are able to be quite agile or are already quite forward-thinking and digital-first are making the most of this and really being able to kind of capitalize on that change. 

    I think if you are able to update your website fairly quickly and add things, I guess, add things... if your product isn't available, because then maybe supply chain issues or manufacturing problems. Can you add in there something around email me when the product is available again? There are lots you can do, but I think it's noticeable that if brands that can keep agile and can make sure that they are doing things a little bit more on the fly than they bet, maybe normally would, are the ones that are really making the most of this.

    Chase Clymer  

    Yeah, I think we talked about that a few times now. Just make sure the messaging is there and you're communicating with the customer and letting them know what's up. I know a lot of our viewers or listeners, whenever they come across this are smaller businesses [or] small and medium-sized businesses. I'm fully aware a lot of them are DIYers, they're gonna do some stuff themselves. 

    So with that in mind, what would you say, would be some good activities for people to focus on during this time to try to, you know, just not capitalize, that's the wrong word, but use their time wisely?

    Adam Clark  

    Yeah, well, I think capitalizing, using that term, just...it's so important for small businesses to keep afloat right now. And so making sure that if you are lucky enough to see a bit of a peak in your demand to really do what you can to keep those customers happy. 

    And so I think things like just being really vocal about how it's affected your business. So what does it mean for delivery in return? I think is a really big one. Can you extend that and give people a little bit more time if they don't like a product? I think they what we're seeing a lot of brands do really well is just is making sure they're really understanding the mindset of their customer. 

    So a lot of people are stuck at home, quite bored and really wanting a bit of variety in their life. So the stuff that we've seen, I'm not sure if it's the same over in the States. Those brands that are really making the most of Instagram, doing Instagram lives as a way to pass the time and I think is really valuable. If you can do anything as well to support the health industry and health workers. So one of our brands, our skincare, here on a recent webinar we did last week. They basically did some great, which is anyone that has a loved one or a friend that is a health worker. Can they basically nominate them on their Instagram, give them a comment and a tag, and then ARCA basically fulfilling I think it's sort of 25 or so orders to those people. 

    So there are lots you can do to stay active, keep the lights on. And make sure that you...building a bit of an affinity with your customers. And yeah, as you say, doesn't necessarily mean going for that immediate sale. There are lots more you can do.

    Chase Clymer  

    Awesome. Adam, thank you so much for coming on. Is there anything I forgot to ask you before we go today?

    Adam Clark  

    No, I think that was it. Yeah. Thanks for having me.

    Chase Clymer  

    On. Thanks for coming in. If people are picking up what you're putting down, how do they get ahold of you?

    Adam Clark  

    Yeah, so you can just jump on on Google and search for Reload Digital London. That should find us or you can find me on LinkedIn at Adam Clark.

    Chase Clymer  

    Awesome. Thank you so much.

    Adam Clark  

    Cheers.

    ---
    A few weeks ago the world changed forever. Every business, every entrepreneur, every single person was unprepared for the sudden change we'd all experience. I'm going to use this time to create content focused on what you can do right now to help your business grow. We're all in this together, we're all unprepared.