In this issue... Creating a website
Using the Media Hub Taking Sustainability Online Getting Social
Supply Chain Update
Industry News & Updates brought to you by Banner. July 2022
welcome to insight content 04 Creating a website - A step by step guide 11 Banner Media Hub 13 Taking sustainability online 15 Getting Social 18 Supply Chain Update
Full steam ahead... 2
In this edition of Insight we look at digital marking for schoolwear, exploring how websites and social media can help to set your shop apart and build stronger relationships with customers and schools. Today’s busy lifestyles mean customers expect a comprehensive service both instore and online. If Google has become the ‘go to’ place for general enquiries then specialist websites follow close behind as the first port of call for detailed information and support. By investing in a quality digital offer, schoolwear retailers can reach and serve markets that were unthinkable just a few years ago. We’ve asked industry professionals to share their expertise and advice on how to get started, what to prioritise, and what not to forget. We also explain how Banner’s Media Hub can help you to professionalise your website, saving you money and speeding the build of your online presence. There’s some ideas on promoting sustainability, and tips on how to use Facebook, Instagram and other platforms in a way that’s consistent with your commitment to customers. Of course, it’s also July so Back to School will soon be upon us. Our industry update confirms that stock levels are good and explains how we’re working to ensure supplies keep flowing. Online, in store and with Insight we hope you have a successful summer.
MEDIA HUB
Login or request your account here
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Creating a website - a step by step guide. So you’re thinking of building a website to promote your store? But where do you begin and how can you be sure you’re making the right choices? Here at Insight we asked an industry expert to guide us through the key stages and considerations for a typical schoolwear retailer. Good websites don’t just sell products they help to build relationships, says Vernon Thorpe of Viarti Design, a specialist in digital marketing. ‘This means that they require careful planning and an investment in time as well as money’. Get it right, Vernon explains, and the benefits can be transformative; but misrepresent or over complicate and you can end up frustrating customers with promises that can’t be kept. The key is to keep it simple wherever possible says Vernon. ‘You don’t have to reinvent the wheel to create a clean, stand-out website’. What’s most important is to commit to delivering it well, even if that means limiting the scope of your offer until you are ready to expand.’ 4
Here are Vernon’s top tips on planning your website...
Think like a customer
Modern websites have a dizzying array of features that it can be tempting to simply say yes to. But before getting into what’s possible, its vital to consider what’s most important to your customers. Try to think from their point of view, or even better, host a research session with parents and schools. By involving users early on you avoid mistakes and confirm what’s most useful to your target audience.
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Don’t complicate the design
With modern Content Management Systems, (WordPress, Wix, SquareSpace) a lot of the background work has been done for you. Choose templates that reflect your identity and customise to reflect your brand. Even though there are thousands of fonts available, you don’t have to use them all. Two will usually be enough and clearer for the organising of your content.
Organise your content
Creating a site plan will help ensure you are displaying content as your customers would want to view and access it. It will also help identify who will be responsible for providing the content and filling any gaps there may be.
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Keep it consistent
Make sure the site has a consistent style of headings, sub headings and common elements like bullets and buttons. The look and feel of your site should be the same across each page and screen. If you are selling products, choose a good e-commerce platform, such as WooCommerce or Shopify, that will integrate your product range and connect to your payment systems in a style that’s consistent with your main website.
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Use specialists when you need to
It pays to use experts for tasks that are outside of your skillset. Investing in a web designer for just the initial look and feel of your site could be a great way to ensure you start off with a fundamentally well-designed site. Writing copy for your website can appear daunting - and writing copy that search engines can match to users’ search terms is a skill in itself.
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Design for all devices
It might look great on a big screen, but since 2021 over half of all web traffic is viewed on mobile devices. Most content will automatically stack and resize to fit the device it is being viewed on but sometimes you may want to display different or shortened content on smaller devices. Check how it appears to your users and decide if you need to modify it.
Don’t skimp on hosting
Make sure that your site is with a hosting company that offers automatic backups and website security. As with any system, your site will need to be kept up to date to avoid any security issues and ensure you are running the latest version of any content management software. And remember, once your site is live, it will need to be updated to ensure content remains fresh.
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Keeping content fresh
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Even the best designed websites will tire over time, but by regularly updating your content you can stay fresh and relevant for longer. Using Banner’s Media Hub is an ideal way of adding new images and product information. If you have a news section or a blog, make sure it is up to date and add content every week. Ideally you should review your content on a rolling cycle so that the words and images in every section of the site are updated at least annually.
A bit about Vernon and Viarti Design… Since 2003 Vernon Thorpe has been helping businesses great and small define, develop and communicate their brands. As the founder of Viarti Design, he provides creative solutions for physical and digital channels, from traditional sales brochures to fully functional websites and advertising campaigns. Take a look at www.viarti.co.uk to learn more about their work and clients.
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Don’t forget the details… A well-designed site can help to set you apart from bigger but less focused competitors. But it’s important not to get carried away with the design and overlook other equally essential considerations. Spending time to get the details right will pay dividends in the long run, says Vernon Thorpe of Viarti Design.
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‘Some of these elements may not be as exciting as your new home page, but they’re just as vital to providing a quality online offer.’
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Vernon Thorpe
Here’s Vernon’s list of items not to overlook...
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Consider your domain name carefully
Your domain name should be short, simple and clearly related to your store. You need to check that it is available and ideally register it to number of different suffixes such as .com and .co.uk
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Words matter
There’s little point having a superbly designed website with words that are dull and information that’s hard to follow. When writing for the web it’s best to use plain language, avoid industry jargon and present information in clear, easy to follow sections. There are many agencies and specialist who can help you for a reasonable fee.
Diversity and inclusion
Make sure that your website’s words and images reflect the diversity of your customers and community. Consider gender, ethnic diversity and age groups – try to show that you cater for everyone so that customers from all backgrounds feel included and welcome.
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Search engine optimisation
If you want your site to be ranked highly with Google and Bing then you must understand a little of how they work. There are tools that will help you do this, but again a little professional outlay can be money well spent.
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Data privacy and cookies
If you hold or obtain any customer data then you must comply with UK General Data Protection Regulations — often known simply as GDPR. You will need a privacy statement to explain how you will use and protect any data you hold. Visitors will need to agree to the cookies that are used on your site
Copyright
You must own or have licences for any images you use on your site. You must also have permission to quote from any written works that are covered by copyright laws – generally, copyright lasts for 75 years after first publication.
Accessibility
Make sure there is enough contrast between text and background colours and that your text is large enough to be read on mobile and desktop devices. Consider if you need to translate any sections or information into other languages that may be used in your community.
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Great web design without functionality is like a sports car with no engine. Paul Cookson
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media hub
mediahub.banner.co.uk
Media Hub Banner’s Media hub is a free to use resource that saves you time, money and effort when building or refreshing your website. It brings together images, videos and promotional material, giving you access to professional quality content at the click of a button. So whether you’re building or refreshing your website, logging on to Media Hub is the place to start. All it takes is a few simple steps and browsing what’s available to use and inspire from a unique resource library.
Login or request your account here
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1. Sign up and get started
Professional imagery
If you haven’t already used the Media Hub, you can request your details from mediahub.banner.co.uk Once you’re logged on, you can start exploring.
Photography is key to bringing a website to life. High quality images add professionalism and present your products and your store in a clear and attractive way. The Media Hub hosts thousands of contemporary product images in both lifestyle settings as well as on mannequins.
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Bring it to life
Sizing advice
If you’re looking to take your website to the next level, why not add some video to your product pages? The Media Hub has model videos with all our products, adding an extra dimension to your customer’s online experience.
Research tells us that one of the key concerns for customers shopping online is getting the sizing right. The Media Hub provides a full range of sizing videos, making shopping for uniform easier for your customers and giving them confidence to purchase online.
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Copyright sorted
Check in regularly
And as a Banner customer, all of this is free for you to download and use on your customer website or share with your partner schools. There are no copyright fees and you (or your designer) may use as many images as you wish.
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Every month we add fresh images and content to the Media Hub. Your website is a big investment and critical communication channel. By using the Media Hub you can keep it up to date with the latest products, productions and seasonal campaigns.
There’s even more to explore on the Banner Media Hub. Whether you require fresh point of sale for your store or new imagery for a school tender, the Media Hub will have what you’re looking for.
Taking sustainability online Sustainability manager Sarah Robins says that your customer website is the ideal place to promote your eco and community credentials. They say that websites are modern day shop windows, and that’s true but they’re also so much more than a display of what’s for sale. Your website reflects who you are and all that you do, so it’s important —as well as a great opportunity— to use it to promote your commitments to sustainability and the communities you serve. And this needn’t be complex. Following a simple ‘Three Ps’ approach of Policies, Products and People will ensure you’ve covered the important aspects for most schoolwear retailers.
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Policies… and commitments Whatever you’re doing to promote sustainability then its a good idea to summarise it into a simple policy statement. Be clear on the action you are taking and the progress you hope to make. And take a broad approach, for sustainability today includes energy and the environment, fair trade, a concern for nature, community and people. By publishing your policies and commitments online, you’re showing your values to your customers and partner schools. And in so doing you’re demonstrating how even as a small business you’re making a difference and responding to the bigger picture.
Products… and packaging Websites are ideal for visually promoting more sustainable product lines. By using labels and tags you can identify ecofriendly garments, expanding the information in any product descriptions. As well promoting recycled fabrics, don’t forget qualities such as low wash temperatures. Indeed, kite marks and accreditations are ideal graphics to use throughout your site. It can a good idea to publish these alongside your policy statements. On Banner’s Media Hub we have copies of the accreditations that apply to many of our garments, but you might also add local certificates and accreditations that apply specifically to your store.
People… and community While responsibly sourced garments are at the heart of sustainable schoolwear, it is people and community that are its lifeblood too. Promoting initiatives such as second hand uniform sales are a great way of showing that you care about your customers and are working to support a circular economy. Many of schoolwear retailers also sponsor community events or volunteer for charities. All your sustainability actions, however small they may seem, make a difference and your customers and schools will want to hear about them.
And finally… Consumer research shows that being honest about the small but realistic changes we’re making is more trustworthy than claims which are impressive but improbable. So shout about the actions you’re taking and be proud of your contribution to a more sustainable future. 14
Getting social
It’s estimated that over half of the world’s population has access to social media, and of active online users that figure rises to over 80 percent. What’s more, leading platforms are now key channels for directing customers to websites that sell services or explain issues in more detail. Love it or hate it, social media can’t be ignored and that goes for schoolwear retailers too.
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‘Virtually all marketing strategies now include social media,’ says Mark Charlton from Bikeshed Communications a specialist in digital marketing. And there’s good reason for this, he explains. ‘Platforms like Facebook and Instagram are fast and flexible, offering the opportunity for regular communication without the complications and legal considerations of direct marketing to customer lists.’
The key to a good campaign, says Mark, is quality content, delivered regularly with personality and a little fun. ‘In many ways social media is ideal for community retailers. It provides a simple way to publicise offers, share news and promote their friendly service.’ ‘Social media allows for fast and easy feedback – done well, it’s a great way to communicate and strengthen customer relations.’
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We asked Mark for some of the tips he’d give to a schoolwear retailer planning a social media campaign.
Start with Facebook
Facebook is hands down the biggest and most used social media platform. You can —and almost certainly should — add other platforms over time, but to reach the most customers in the shortest time I’d advise starting with Facebook.
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Post Regularly
You should be posting to your channels at least two or three times a week and more at peak times. Drawing up a weekly or monthly calendar is a good way to plan ahead and think up ideas.
Mix and match content
Vary your content by showcasing products, people, promotions…. Not every post has to be perfectly formed and variety helps to maintain interest.
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Quality and consistency
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As with your website, use good quality images and try to keep a consistent style to words and graphics. Remember to get permissions from anyone you mention or use in photographs.
Welcome feedback
Make sure you reply to any comments and thank even those who might make a complaint. Social Media is not the same as advertising — it’s about building relationships!
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Expand your platforms
For all I advised starting with Facebook, sites such as Instagram, You Tube and Twitter can be equally impactful. But do make sure you can commit to regular posting and that you are comfortable that the platform fits your store’s profile and personality.
Keep at it!
Building a social media profile takes time and effort. Promote your social media sites on your website; add their icons to any posters and flyers; encourage and remind customers to sign up… and cross promote posts between the different platforms you use.
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Have some fun!
Let’s lighten up a little. It’s fine to showcase a fancy dress day, your shop’s birthday, the community fete… Injecting a little personality into your social media is a great way to put a friendly face to your store.
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Supply Update Industry update with Howard Wilder
As we as start the summer peak I’m pleased to report that our orders and supplies are flowing more freely than they have since the start of the pandemic eighteen months ago. Indeed, has it really been that long? Everyone knows what a challenging time it’s been, but we can genuinely see light at what I’m sure we all hope is the end of the tunnel.
Sales Director, Banner Good stock levels Stock levels are benefiting from our strategy to order early and invest in speedier deliveries to the UK. Our plain garment availability is currently 15% higher than this time last year – with a further 500,000 garments due in over the coming weeks. Some examples of current stock levels include:
Deliveries on time
Polos – 650,000 currently in stock Sweatshirts – 250,000 currently in stock Blazers – 150,000 currently in stock Shirts and Blouses – 125,000 currently in stock
All of our daily orders are currently leaving the warehouse in time for a next day delivery.
But remember these will go quickly, so please continue order early whenever possible.
Here are some of the latest updates from our supply chain…
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Howard Wilder
On track for Back to School And we plan to stay well stocked throughout Back to School. Our teams have worked tirelessly to receive supplies earlier than ever before. There are still a lot of containers coming into our warehouse due to shipping issues, but our distribution centres are working flat out to turn these around as quickly as possible. Lockdowns in China Some customers will have experienced delays over the last couple of months as a result of recent Covid lockdowns in China. To reduce any further impact we’re airfreighting supplies back to the UK, meaning customers should receive the majority of their overseas orders by the middle of July. Peak Summer Delivery Schedule I’m pleased to confirm from Monday 1st August until Friday 9th September our daily cut off time for plain stock orders will move to 4.00pm (from 2.00pm), giving you more time to place your orders for next day delivery. Thanks due… And finally a word of thanks to our teams and our partners who have worked so tirelessly to make this possible. Supply chains across the world remain seriously challenged but by pulling together we have made real improvements this year and hope that our customers will appreciate the difference this makes.
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Next Issue... More Insight… more news, more information
If you have a question or a suggestion on an issue you’d like us to cover in future editions then please get in touch and email marketing@banner.co.uk
This year, Insight is going quarterly! Every quarter, Insight will bring you all the latest guidance, advice and inspiration from the schoolwear industry to help you in your business. Each issue will be jam-packed with insights from names across the industry - and we want to hear from you too! Don’t forget, you can get in touch to be featured. Simply email us at marketing@banner.co.uk
