01 / Built around your business
Where the opportunity sits
Retail customers often discover online and buy in store. Marketing should support both journeys. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
Store and category pages, stock-aware enquiries, local visibility and reporting that distinguishes identifiable store enquiries from purchases. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
01 / Discover
Help shoppers reach the right product.
Connect categories, search and campaign destinations to the current catalogue. Distinguish browsing from a customer who is ready to compare a specific item.
- Connect product categories and store locations to relevant search and campaigns.
- Check stock and variant availability.
- Match the message to the destination.
- Keep category and product facts consistent.
The working decision
Help shoppers reach the right product.
Check stock and variant availability.
02 / Decide
Answer the questions before the order.
Bring product information and buying conditions together where the shopper needs them. The appropriate route may be checkout, a configured quote or a product enquiry.
- Make stock enquiries, opening times and purchase details straightforward.
- Explain specifications and practical limitations.
- Make delivery and returns information visible.
- Check the mobile completion route.
The working decision
Answer the questions before the order.
Explain specifications and practical limitations.
03 / Continue
Review what happens after the purchase.
Use fulfilment and customer feedback to understand order quality. Follow-up should suit the product cycle and customer preferences, with a clear reason for another contact.
- Use consented range updates and record repeat buying where possible.
- Separate placed orders from fulfilled value.
- Include cancellations and returns.
- Review contribution before increasing incentives.
The working decision
Review what happens after the purchase.
Separate placed orders from fulfilled value.
03 / Built around your business
Build around how your customers choose
1. Find the range
Connect product categories and store locations to relevant search and campaigns.
2. Check what is available
Make stock enquiries, opening times and purchase details straightforward.
3. Visit or purchase
Offer the appropriate route for store visits, product enquiries and online orders.
4. Keep customers connected
Use consented range updates and record repeat buying where possible.
04 / Built around your business
Measure the decisions that matter
Online orders and qualified store enquiries, without treating every map click as a sale. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Can we measure store sales alongside online orders?
Where sales systems can connect the records reliably, yes. Otherwise report online orders and identifiable store enquiries separately and explain the attribution limits.
Optimise only for placed orders?
Review fulfilment, returns and the costs included in each comparison. A busier checkout is useful only if the business can deliver and retain sufficient value.
Promote the whole catalogue equally?
Use availability, customer demand and order economics to prioritise. Some items need more explanation, different delivery information or a separate enquiry route.
Buying intent
Relevant product visits and enquiries, separated from completed orders.
Product, page and campaign records for the agreed catalogue scope.
Completed orders
Confirmed orders from the defined eligible journey and period.
Store transactions reconciled with payment and order status.
Fulfilled value
Order value after the agreed treatment of cancellations, returns and variable costs.
Fulfilment, refund and cost records.
Repeat purchasing
Customers making another completed purchase within a defined period.
Consistently identified customer and order records.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
A useful page or journey
Find-a-store and check-availability actions; separate online and store outcomes.
Information your team supplies
Current service or product facts, coverage and availability, plus the details needed to support “Check what is available”.
Implementation & ownership
Agree who makes the changes and who handles the next step when a customer is ready to “visit or purchase”.
A defined review
Review online orders and qualified store enquiries, without treating every map click as a sale. Record the period, source and the next action the findings support.
Before we start
Questions about the work
Can we measure store sales alongside online orders?
Where sales systems can connect the records reliably, yes. Otherwise report online orders and identifiable store enquiries separately and explain the attribution limits.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
