Retail Observer

RETAILOBSERVER.COM NOVEMBER 2017 58 M EGA Group USA has a long-standing relationship with Retailer Web Services and the WebFronts platform for retailers is second to none. Beyond the advanced features that make it easy for retailers in the appliance, furniture and bedding categories to keep products up-to-date on their websites and pricing tools that simplify how to set prices online (while staying within MAP policy) – all while providing competitive intelligence. The marketing automation available on the highest level, Level 4, creates turn-key advertising for retailers. Since late summer 2016, MEGA has worked closely with RWS to build and activate national and MEGA-exclusive promotions online. The benefits to the retailer from an operational standpoint are many, but maybe most importantly – the heavy lifting is done for them. The design and content creation is completed by MEGA and RWS, and then loaded to the WebFronts platform. With a one-time opt-in to promotions by brand, these campaigns launch automatically during the promotion window on the retailer's website. Beyond making this type of advertising turn-key, the metrics seen from these campaigns over the last year prove that it's helping to move the consumer through their decision-journey and in many cases, re-engage them to complete the sales journey with the independent retailer. Recently, MEGA did a quick look at appliance retailers who use Level 4 compared to appliance retailers on Level 3 WebFronts sites to compare the impact of the digital promotions on turning web traffic into sales. The average MEGA appliance Level 4 retailer saw (compared to the average Level 3 retailer): • 18% more calls from mobile • 39% more directions from mobile • 140% more rebate form downloads • 99% more total time on site • 95% more quote requests and orders While there are many more metrics to indicate success, the buying signals captured with these promotions like downloading a rebate form, clicking to call, or navigating to the store indicate that the consumer is moving from the research to decision phase. But let's take this a step further and see how a real-life consumer has interacted with a recent Maytag promotion. Consumers spend so much more time today researching online before they step foot into a store. Compared to even just a few years ago, the consumer is much more educated on what they want because of what they find online. Our goal is to help the retailer connect with that consumer locally, impart that they are the best choice because of competitive pricing, selection of products available, more attention to customer service, and other factors like consumer financing availability and installation found at the box. The independent channel can win at retail, even in the face of larger advertising budgets and larger stores when they choose services that do more to help them connect with their customers. B U Y I N G G R O U P N E W S RO MARKETING AUTOMATION MEGA WEBFRONTS Helps move customers through sales journey

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