Digital Advisor - Summer 2020 | Retailer Web Services

SUMMER 2020

PRACTICAL KNOWLEDGE FOR APPLIANCE, ELECTRONICS, FURNITURE AND MATTRESS RETAILERS

Preparing for the Road Ahead:

Tools (and a Dozen Tips!) to Win in the New Normal PA G E 8

NEWS

Google for Small Business Features RWS As a COVID-19 Resource PA G E 4

FEATURE

An Interview with Google: Keys to Succeed in an Era of Uncertainty PA G E 5

FROM THE NETWORK

April and May 2020 See Unprecedented YOY Boosts in Online Retail PA G E 1 5

CONTENTS

Then and Now: A Study in Preparedness

PUBLISHER

Retailer Web Services

GRAPHIC DESIGN

Sierra Creative Group

MANAGING EDITOR

Kim Cecere

CONTRIBUTORS

Jennie Gilbert Jim Kane Genna Majuta Patrick McAvoy Jodie Pierce

PHOTOGRAPHY

All images sourced from Retailer Web Services or stock.adobe.com unless otherwise identified.

When we launched the first edition of Digital Advisor Magazine in the fall 2017, it was with the intent of educating and inspiring independent retailers—helping you to win in the “new frontier of digital marketing.”

We envisioned the magazine to provide a wealth of information, underscoring what’s always been our philosophy that learning is more powerful than knowing.

W E LC O M E

A Study in Preparedness

The cover of that first edition featured a “cyclone” of appliances, mattresses and furniture, cautioning that “Amazon is Coming to Furniture and Appliance Retail: Six Tips to Help Independent Retailers Prepare.”

What we didn’t envision was, just three years later, we’d be helping retailers prepare for something altogether different than Amazon or another threat to digital retail. A global pandemic has created a triple threat for business owners everywhere: a public health crisis, an operational crisis and an economic crisis. Futurist Steve Brown (pg. 8 cover story) calls the crises a three-headed beast and explains that to thrive in the new normal, “every business must embrace technology and use it to drive innovation into every aspect of their business.”

2

Then and Now:

15615 N. 71st Street Suite 205 Scottsdale, AZ 85254 (800) 417-2799 Info@RetailerWebServices.com

RetailerWebServices.com

NEWS

4

Google for Small Business Features RWS As a COVID-19 Resource F E AT U R E

Digital Advisor Magazine is published bi-annu-

In this issue’s cover story, we’re presenting a glimpse of the early days of the crisis as our RWS team accelerated our efforts, delivering various resources and actionable suggestions to help retailers make it easy for customers to shop with them. What’s more, a summary of our research findings offers insights into what retailers can expect in the new normal; we offer numerous tips for your website and beyond.

ally by Retailer Web Services, Inc. All content, copyright © 2020, Retailer Web Services. All rights reserved.

As the conditions surrounding COVID-19 continue to shift, one thing that remains a constant is our hyper-focus on serving independent retailers selling appliances, consumer electronics, furniture and mattresses. RWS does this exclusively. As result, our priority is helping you prepare for market forces and opportunities, leveraging the power of technology. We are steadfast in our commitment to you during this time and always.

Sincerely,

Keys to Succeed in an Era of Uncertainty

This publication may not be reproduced, all or in part, without written consent from the publisher. Every effort has been made to ensure

At RWS, helping retailers successfully navigate the new reality wouldn’t be possible without help from our partner Google. On page 5, “An Interview with Google” provides a snapshot of an enlightening virtual conversation our leaders had with Patrick Tam, a highly specialized strategic partner manager at Google. Beyond these pages, the gems from our discussion with Patrick have been turned into short, informational videos. We encourage you to learn more by accessing the videos at www.retailerwebservices.com/videos-and-webinars.html.

5

An Interview with Google:

the accuracy of all content in this publication;

C O V E R F E AT U R E

however, Retailer Web Services will not be held

Preparing for the Road Ahead:

responsible for omissions or errors.

Tools (and a Dozen Tips!) to Win in the New Normal

8

The material herein is intended for educational and informational purposes only. Nothing herein is to be considered the rendering of advice for

CASE STUDY

specific cases or circumstances.

Please address all editorial inquiries to Sierra Creative Group, LLC at pmcavoy@sierracreative.com.

12

RWS’ Complete Digital Suite Means ‘One Marketing Umbrella’ for Second Generation Appliance Store

If you are receiving multiple copies of the Digital Advisor or wish to receive more than one copy, please contact digitaladvisor@retailerwebservices.com.

Sierra Creative Group and Retailer Web Services will not give nor rent your name, mailing address or other contact information to third parties. Subscrip-

FROM THE NETWORK

15

April and May 2020 See Unprecedented YOY Boosts in Online Retail

tions are complimentary for qualified individuals.

TESTIMONIALS

Jennie Gilbert & James Kane, Jr., founders AUGUST 2020

15

What Retailers are Saying About RWS RETAILER WEB SERVICES (800) 417-2799 digitaladvisor@retailerwebservices.com

3

CONTENTS

Then and Now: A Study in Preparedness

PUBLISHER

Retailer Web Services

GRAPHIC DESIGN

Sierra Creative Group

MANAGING EDITOR

Kim Cecere

CONTRIBUTORS

Jennie Gilbert Jim Kane Genna Majuta Patrick McAvoy Jodie Pierce

PHOTOGRAPHY

All images sourced from Retailer Web Services or stock.adobe.com unless otherwise identified.

When we launched the first edition of Digital Advisor Magazine in the fall 2017, it was with the intent of educating and inspiring independent retailers—helping you to win in the “new frontier of digital marketing.”

We envisioned the magazine to provide a wealth of information, underscoring what’s always been our philosophy that learning is more powerful than knowing.

W E LC O M E

A Study in Preparedness

The cover of that first edition featured a “cyclone” of appliances, mattresses and furniture, cautioning that “Amazon is Coming to Furniture and Appliance Retail: Six Tips to Help Independent Retailers Prepare.”

What we didn’t envision was, just three years later, we’d be helping retailers prepare for something altogether different than Amazon or another threat to digital retail. A global pandemic has created a triple threat for business owners everywhere: a public health crisis, an operational crisis and an economic crisis. Futurist Steve Brown (pg. 8 cover story) calls the crises a three-headed beast and explains that to thrive in the new normal, “every business must embrace technology and use it to drive innovation into every aspect of their business.”

2

Then and Now:

15615 N. 71st Street Suite 205 Scottsdale, AZ 85254 (800) 417-2799 Info@RetailerWebServices.com

RetailerWebServices.com

NEWS

4

Google for Small Business Features RWS As a COVID-19 Resource F E AT U R E

Digital Advisor Magazine is published bi-annu-

In this issue’s cover story, we’re presenting a glimpse of the early days of the crisis as our RWS team accelerated our efforts, delivering various resources and actionable suggestions to help retailers make it easy for customers to shop with them. What’s more, a summary of our research findings offers insights into what retailers can expect in the new normal; we offer numerous tips for your website and beyond.

ally by Retailer Web Services, Inc. All content, copyright © 2020, Retailer Web Services. All rights reserved.

As the conditions surrounding COVID-19 continue to shift, one thing that remains a constant is our hyper-focus on serving independent retailers selling appliances, consumer electronics, furniture and mattresses. RWS does this exclusively. As result, our priority is helping you prepare for market forces and opportunities, leveraging the power of technology. We are steadfast in our commitment to you during this time and always.

Sincerely,

Keys to Succeed in an Era of Uncertainty

This publication may not be reproduced, all or in part, without written consent from the publisher. Every effort has been made to ensure

At RWS, helping retailers successfully navigate the new reality wouldn’t be possible without help from our partner Google. On page 5, “An Interview with Google” provides a snapshot of an enlightening virtual conversation our leaders had with Patrick Tam, a highly specialized strategic partner manager at Google. Beyond these pages, the gems from our discussion with Patrick have been turned into short, informational videos. We encourage you to learn more by accessing the videos at www.retailerwebservices.com/videos-and-webinars.html.

5

An Interview with Google:

the accuracy of all content in this publication;

C O V E R F E AT U R E

however, Retailer Web Services will not be held

Preparing for the Road Ahead:

responsible for omissions or errors.

Tools (and a Dozen Tips!) to Win in the New Normal

8

The material herein is intended for educational and informational purposes only. Nothing herein is to be considered the rendering of advice for

CASE STUDY

specific cases or circumstances.

Please address all editorial inquiries to Sierra Creative Group, LLC at pmcavoy@sierracreative.com.

12

RWS’ Complete Digital Suite Means ‘One Marketing Umbrella’ for Second Generation Appliance Store

If you are receiving multiple copies of the Digital Advisor or wish to receive more than one copy, please contact digitaladvisor@retailerwebservices.com.

Sierra Creative Group and Retailer Web Services will not give nor rent your name, mailing address or other contact information to third parties. Subscrip-

FROM THE NETWORK

15

April and May 2020 See Unprecedented YOY Boosts in Online Retail

tions are complimentary for qualified individuals.

TESTIMONIALS

Jennie Gilbert & James Kane, Jr., founders AUGUST 2020

15

What Retailers are Saying About RWS RETAILER WEB SERVICES (800) 417-2799 digitaladvisor@retailerwebservices.com

3

NEWS

F E AT U R E

An Interview with Google for Small Business Features RWS As a COVID-19 Resource ‘Highly Specialized e-Commerce Solution’ provides special offer on WebFronts®

n April, as part of Google for Small Business COVID-19 Resources, the tech giant featured Retailer Web Services

Keys to Succeed in an Era of Uncertainty

(RWS) in its lineup of helpful tools and special offers to help small businesses adjust to the challenges and changing consumer habits brought about by the pandemic.

A

RWS was lauded by Google Small Business as a highly specialized e-commerce solution for appliance, consumer electronics, furniture and mattress retailers to bring their stores offline to online. And for those retailers with existing websites, to enhance their online presence for their businesses to thrive.

s an independent retailer, you have challenges on your plate that you’ve

never had before. Retailer Web Services can help in a variety of ways. Tap into the experts on our team, leverage the latest

The necessity for an effective e-commerce website ratcheted up exponentially at the peak of the pandemic. Case in point:

in automation and machine learning in products like AdRocket™, and gain valuable insights from RWS partners, like the

The RWS network of more than 2,000 independent retailer sites reported 450% year-over-year growth in online orders in April and 525% in May. A special offer from RWS, which began in April, makes it easier than ever to get started on the WebFronts® platform: Through the end of 2020, retailers can save up to $1,999 in setup fees and enjoy a discounted rate.

Google Issues Ad Funds to RWS Retailers RWS retailer customers running digital campaigns on AdRocket Base and Boost platforms received a windfall in additional

“A strong online presence—having a site that mirrors your store’s brick and mortar experience—is essential to adapting and thriving in the new normal,” said Genna Majuta, RWS chief customer officer. “It is our hope to help those retailers who may not have a digital presence give their customers the ability to discover and shop online at their store.”

ad-spend dollars from Google this summer.

Totaling $100,000, the additional funds were

interview to follow with Google.

As states across the country began to re-open for business, RWS’ Jennie Gilbert and Genna Majuta spoke with Google’s Patrick Tam, strategic partner manager of SEM & Platform Partnerships, to learn how independent retailers can succeed in an era

dispersed among nearly 300 retailers’ accounts

of uncertainty and pandemics. Note: This

as a result of the Google-RWS partnership.

interview has been edited for space and clarity. To access the full discussion, visit

For more information on the RWS free setup and discount offer, visit Google for Small Business/COVID-19 Resources/Special Offers.

“We’re happy to pass this through to our customers for their use in further maximizing

www.retailerwebservices.com/videos-andwebinars.html.

their digital advertising efforts,” said Jodie Pierce, RWS chief marketing officer.

4

5

NEWS

F E AT U R E

An Interview with Google for Small Business Features RWS As a COVID-19 Resource ‘Highly Specialized e-Commerce Solution’ provides special offer on WebFronts®

n April, as part of Google for Small Business COVID-19 Resources, the tech giant featured Retailer Web Services

Keys to Succeed in an Era of Uncertainty

(RWS) in its lineup of helpful tools and special offers to help small businesses adjust to the challenges and changing consumer habits brought about by the pandemic.

A

RWS was lauded by Google Small Business as a highly specialized e-commerce solution for appliance, consumer electronics, furniture and mattress retailers to bring their stores offline to online. And for those retailers with existing websites, to enhance their online presence for their businesses to thrive.

s an independent retailer, you have challenges on your plate that you’ve

never had before. Retailer Web Services can help in a variety of ways. Tap into the experts on our team, leverage the latest

The necessity for an effective e-commerce website ratcheted up exponentially at the peak of the pandemic. Case in point:

in automation and machine learning in products like AdRocket™, and gain valuable insights from RWS partners, like the

The RWS network of more than 2,000 independent retailer sites reported 450% year-over-year growth in online orders in April and 525% in May. A special offer from RWS, which began in April, makes it easier than ever to get started on the WebFronts® platform: Through the end of 2020, retailers can save up to $1,999 in setup fees and enjoy a discounted rate.

Google Issues Ad Funds to RWS Retailers RWS retailer customers running digital campaigns on AdRocket Base and Boost platforms received a windfall in additional

“A strong online presence—having a site that mirrors your store’s brick and mortar experience—is essential to adapting and thriving in the new normal,” said Genna Majuta, RWS chief customer officer. “It is our hope to help those retailers who may not have a digital presence give their customers the ability to discover and shop online at their store.”

ad-spend dollars from Google this summer.

Totaling $100,000, the additional funds were

interview to follow with Google.

As states across the country began to re-open for business, RWS’ Jennie Gilbert and Genna Majuta spoke with Google’s Patrick Tam, strategic partner manager of SEM & Platform Partnerships, to learn how independent retailers can succeed in an era

dispersed among nearly 300 retailers’ accounts

of uncertainty and pandemics. Note: This

as a result of the Google-RWS partnership.

interview has been edited for space and clarity. To access the full discussion, visit

For more information on the RWS free setup and discount offer, visit Google for Small Business/COVID-19 Resources/Special Offers.

“We’re happy to pass this through to our customers for their use in further maximizing

www.retailerwebservices.com/videos-andwebinars.html.

their digital advertising efforts,” said Jodie Pierce, RWS chief marketing officer.

4

5

RWS: As states begin to reopen, what advice do you have for independent retailers to really help them prepare for this period that we’re all facing together?

Patrick Tam: The main thing is thinking through consumer behavior. About 24 percent of people said that they recently made an online purchase of something that they would have normally bought in store. And after doing that for the first time, 87 percent of those people said they would buy online again after discovering how easy or straightforward

Digital advertising with Google ads

RWS: There’s no uniformity in terms of what every business is allowing or how consumers are responding either, so it’s not necessarily, “I have these restrictions and now they’re gone.” I think consumers are still

is really a helpful way to leverage the

going to look online to find out, can I go in any time or do I have to make an appointment? Do I have to

limited resources that you have and

I’ve gotten used to? So, it’s really good advice to keep thinking about over-communicating what your

really maximize the return.”

PATRICK TAM Strategic Partner Manager, Google

wear a mask? What precautions are they taking? If I don’t want to go in, can I continue to shop the ways business is doing and how people have shopped with you.

PT: If I’m comparing two businesses who vie for my dollars, I’m going to go with one that is more helpful, and that offers me more information to help me make my decision. Next, really thinking through your audience and your customers and what they’re responding to within your business. What categories or which products are really resonating with people? Or even within my website, what is the shopping

this was.

experience like? Is it as easy for people to make a purchase as it could be?

People, at the end of the day, always value

RWS: For the month of April, folks using AdRocket saw more than 70 percent increase in online orders

convenience. And if I can buy a freezer online, or

over those who were not using AdRocket. So with that, I wanted to maybe talk to retailers who are

I myself just recently bought a TV online for the first time and had a 65-inch TV delivered right to my doorstep—which wasn’t even possible without paying a ton of money a few years ago—I’m going to do it again.

These are all things that people are going to be expecting because it’s been so normalized during the pandemic and can potentially open you up to more customers who are now interested in buying your products where they haven’t before, because you’ve made it so easy for them to engage with you in whatever way they choose.

The second thing to think through is really communicating constant business updates and store re-openings on your site.

If shelter-in-place orders have been lifted or are reinstituted, providing guidelines through your website and on your Google My Business page is important so that people know exactly when and how they can engage with you.

exploring or considering doing something new for the first time, like digital advertising, to try to find a way to set themselves apart in this environment. So, what is something that you would tell that retailer who might decide that now is the right time to dabble in it?

PT: First of all, I would say it’s not as scary or as hard as you think it is, and you have many resources to help you get started. So, at a minimum, having a digital storefront with a website is something that you will need to get started. Ideally, it’s a website that is e-commerce enabled and can feature your product catalog to drive online sales. Companies like RWS can provide support and really digitizing your product catalog, so that you can begin promoting them on your website through Google ads.

Next, if you are really interested and focused on driving online sales, think through some of the other non-ads related components to the logistics of it, like having an order management or payment system in place. Logistics, like having shipping services ready to go and integrated, and then customer service, whether it be by phone or chat, to be able to help answer questions in real time for customers who may be shopping and interested in making a purchase. Lastly, recognizing that advertising is here to help consumers find you. Search remains one of the key entry points for people making purchase decisions.

And we know that many small businesses are really budget constrained at this time.

Digital advertising and digital advertising with Google ads is really a helpful way to leverage the limited resources that you have and really maximize the return.

One tactical thing to think through when you’re getting started and you don’t have a lot of resources is go with direct response solutions, like text ads on search or shopping ads to be able to drive direct response purchases with search. You could target brand specific keywords or product specific keywords or leveraging in market audiences. So, if you’re getting started, I would start with a personal approach like that. Yeah, absolutely. The small tweaks can really help really make the difference

And this includes your keywords that you’re showing

between a sale and an abandonment.

up against as well. So, making sure that you’re accounting for searches for curbside pickup or home

Thinkwithgoogle.com is a really fantastic site with a ton of insights, case studies and tools…that are

delivery in your keyword list.

available to anyone.

6

7

RWS: As states begin to reopen, what advice do you have for independent retailers to really help them prepare for this period that we’re all facing together?

Patrick Tam: The main thing is thinking through consumer behavior. About 24 percent of people said that they recently made an online purchase of something that they would have normally bought in store. And after doing that for the first time, 87 percent of those people said they would buy online again after discovering how easy or straightforward

Digital advertising with Google ads

RWS: There’s no uniformity in terms of what every business is allowing or how consumers are responding either, so it’s not necessarily, “I have these restrictions and now they’re gone.” I think consumers are still

is really a helpful way to leverage the

going to look online to find out, can I go in any time or do I have to make an appointment? Do I have to

limited resources that you have and

I’ve gotten used to? So, it’s really good advice to keep thinking about over-communicating what your

really maximize the return.”

PATRICK TAM Strategic Partner Manager, Google

wear a mask? What precautions are they taking? If I don’t want to go in, can I continue to shop the ways business is doing and how people have shopped with you.

PT: If I’m comparing two businesses who vie for my dollars, I’m going to go with one that is more helpful, and that offers me more information to help me make my decision. Next, really thinking through your audience and your customers and what they’re responding to within your business. What categories or which products are really resonating with people? Or even within my website, what is the shopping

this was.

experience like? Is it as easy for people to make a purchase as it could be?

People, at the end of the day, always value

RWS: For the month of April, folks using AdRocket saw more than 70 percent increase in online orders

convenience. And if I can buy a freezer online, or

over those who were not using AdRocket. So with that, I wanted to maybe talk to retailers who are

I myself just recently bought a TV online for the first time and had a 65-inch TV delivered right to my doorstep—which wasn’t even possible without paying a ton of money a few years ago—I’m going to do it again.

These are all things that people are going to be expecting because it’s been so normalized during the pandemic and can potentially open you up to more customers who are now interested in buying your products where they haven’t before, because you’ve made it so easy for them to engage with you in whatever way they choose.

The second thing to think through is really communicating constant business updates and store re-openings on your site.

If shelter-in-place orders have been lifted or are reinstituted, providing guidelines through your website and on your Google My Business page is important so that people know exactly when and how they can engage with you.

exploring or considering doing something new for the first time, like digital advertising, to try to find a way to set themselves apart in this environment. So, what is something that you would tell that retailer who might decide that now is the right time to dabble in it?

PT: First of all, I would say it’s not as scary or as hard as you think it is, and you have many resources to help you get started. So, at a minimum, having a digital storefront with a website is something that you will need to get started. Ideally, it’s a website that is e-commerce enabled and can feature your product catalog to drive online sales. Companies like RWS can provide support and really digitizing your product catalog, so that you can begin promoting them on your website through Google ads.

Next, if you are really interested and focused on driving online sales, think through some of the other non-ads related components to the logistics of it, like having an order management or payment system in place. Logistics, like having shipping services ready to go and integrated, and then customer service, whether it be by phone or chat, to be able to help answer questions in real time for customers who may be shopping and interested in making a purchase. Lastly, recognizing that advertising is here to help consumers find you. Search remains one of the key entry points for people making purchase decisions.

And we know that many small businesses are really budget constrained at this time.

Digital advertising and digital advertising with Google ads is really a helpful way to leverage the limited resources that you have and really maximize the return.

One tactical thing to think through when you’re getting started and you don’t have a lot of resources is go with direct response solutions, like text ads on search or shopping ads to be able to drive direct response purchases with search. You could target brand specific keywords or product specific keywords or leveraging in market audiences. So, if you’re getting started, I would start with a personal approach like that. Yeah, absolutely. The small tweaks can really help really make the difference

And this includes your keywords that you’re showing

between a sale and an abandonment.

up against as well. So, making sure that you’re accounting for searches for curbside pickup or home

Thinkwithgoogle.com is a really fantastic site with a ton of insights, case studies and tools…that are

delivery in your keyword list.

available to anyone.

6

7

C O V E R F E AT U R E

Preparing for the Road Ahead: Tools to Win in the New Normal

T

here’s been a lot of thought and speculation from an array of

At the height of crisis, Retailer Web Services kicked

experts on what the “new normal” will look like post COVID-19.

into overdrive, providing independent retailers with an

Futurist Steve Brown, author of The Innovation Ultimatum: How Six

array of resources and actionable recommendations to

Strategic Technologies Will Reshape Every Business in the 2020s, told

reach shoppers. Simultaneously, their team embarked

Forbes in May, “COVID-19 has been called ‘the great pause,’ a time for

on a mission to investigate what independent retailers

reflection and introspection.” In the Forbes interview with Rodger Dean

need to succeed once the peak of the crisis is in the

Duncan, Brown went on to say:

rearview mirror.

“Stripped of the comfortable illusion of being in control,

RWS founders and Genna Majuta, chief customer officer at RWS,

behavior will not return to pre-Coronavirus normal in the United

consumers will move to reassert control over their lives in

examine studies on the effects of COVID-19 in other countries as

States until one of two things happen,” Majuta said to retailers on

ways big and small. Pantries will be kept stocked. Savings

well as insights from authoritative researchers and policy makers,

a webinar in May. According to sources at the University of Oxford

to economists and medical experts. According to Majuta, the RWS

and the Centers for Disease Control, these are:

rates will increase. Consumers will ask more questions

research team was focused on answering the twofold question, “What’s the likely scenario we’ll be facing as a nation and how will

about where products come from, how safe food is to

retailers make it through?”

eat, and what it took to produce and ship goods to their

Due to the profound impact of COVID-19, which has fundamentally

homes. Business travel will drop, perhaps permanently, and

altered the business environment in which retailers operate, the research team concluded three key takeaways:

digitization efforts will rapidly accelerate, as the increased 1

use of telehealth, online education, and home grocery shopping have ably illustrated.”

2

3

The new normal period is likely to last 12 to 18 months from April 30, 2020, the date the federal government lifted the quarantine.1 Due to the fundamental shift in consumer behavior, retailers must prepare—sooner rather than later—to operate differently.

Consumer trends that were present pre-crisis, such as e-commerce and home delivery, have been accelerated, advancing their prevalence by several years in a matter of months.

As evidenced on the RWS platform, online orders across the network increased 525% year-overyear growth in May. States have been in various phases of responsible reopening across the U.S., and spikes in cases of COVID-19 and hospitalizations due to the virus continue to occur.2 As some people have ventured out, others continue to stay home as much as possible.3

1

8

“Even after reopening, there’s good reason to believe that consumer

worked alongside a research team from across the company to

2 3

An effective vaccine has been developed and administered to 80-85% of the population

OR

A proven treatment/cure is available to 90% of the U.S. population that lowers the death rate of hospitalized patients to 1%

“It is going to take time for a vaccine or a cure to be discovered, tested, approved, manufactured and distributed and until that happens, we’re going to be in the new normal,” said Majuta. “For retailers, adapting to the new normal is the key to business survival.”

Since the spring, RWS has been helping its retailer customers adapt to a new set of criteria consumers are using to make decisions: What will keep me and my family as safe and healthy as possible?

As a result of social distancing, contactless sales and delivery where shoppers don’t have to enter a store to buy have skyrocketed. While some consumers are eager to come into a store, the RWS research shows that there will continue to be a large group of shoppers that won’t. This could range between 30 to 70 percent of consumers who will prefer to shop from the safety and comfort of their homes.

A Google survey revealed that during the pandemic, 24% of surveyed shoppers went online to purchase something they would normally buy in-store, and 87% of them said they’d try it again.

Reopening of America: More than half of states will lift coronavirus restrictions by the end of the week, The Washington Post, April 30, 2020 Live updates: Nine states report significant uptick in coronavirus hospitalizations after Memorial Day, The Washington Post, June 10, 2020 This is where each state is during its phased opening, CNN, May 27, 2020

9

C O V E R F E AT U R E

Preparing for the Road Ahead: Tools to Win in the New Normal

T

here’s been a lot of thought and speculation from an array of

At the height of crisis, Retailer Web Services kicked

experts on what the “new normal” will look like post COVID-19.

into overdrive, providing independent retailers with an

Futurist Steve Brown, author of The Innovation Ultimatum: How Six

array of resources and actionable recommendations to

Strategic Technologies Will Reshape Every Business in the 2020s, told

reach shoppers. Simultaneously, their team embarked

Forbes in May, “COVID-19 has been called ‘the great pause,’ a time for

on a mission to investigate what independent retailers

reflection and introspection.” In the Forbes interview with Rodger Dean

need to succeed once the peak of the crisis is in the

Duncan, Brown went on to say:

rearview mirror.

“Stripped of the comfortable illusion of being in control,

RWS founders and Genna Majuta, chief customer officer at RWS,

behavior will not return to pre-Coronavirus normal in the United

consumers will move to reassert control over their lives in

examine studies on the effects of COVID-19 in other countries as

States until one of two things happen,” Majuta said to retailers on

ways big and small. Pantries will be kept stocked. Savings

well as insights from authoritative researchers and policy makers,

a webinar in May. According to sources at the University of Oxford

to economists and medical experts. According to Majuta, the RWS

and the Centers for Disease Control, these are:

rates will increase. Consumers will ask more questions

research team was focused on answering the twofold question, “What’s the likely scenario we’ll be facing as a nation and how will

about where products come from, how safe food is to

retailers make it through?”

eat, and what it took to produce and ship goods to their

Due to the profound impact of COVID-19, which has fundamentally

homes. Business travel will drop, perhaps permanently, and

altered the business environment in which retailers operate, the research team concluded three key takeaways:

digitization efforts will rapidly accelerate, as the increased 1

use of telehealth, online education, and home grocery shopping have ably illustrated.”

2

3

The new normal period is likely to last 12 to 18 months from April 30, 2020, the date the federal government lifted the quarantine.1 Due to the fundamental shift in consumer behavior, retailers must prepare—sooner rather than later—to operate differently.

Consumer trends that were present pre-crisis, such as e-commerce and home delivery, have been accelerated, advancing their prevalence by several years in a matter of months.

As evidenced on the RWS platform, online orders across the network increased 525% year-overyear growth in May. States have been in various phases of responsible reopening across the U.S., and spikes in cases of COVID-19 and hospitalizations due to the virus continue to occur.2 As some people have ventured out, others continue to stay home as much as possible.3

1

8

“Even after reopening, there’s good reason to believe that consumer

worked alongside a research team from across the company to

2 3

An effective vaccine has been developed and administered to 80-85% of the population

OR

A proven treatment/cure is available to 90% of the U.S. population that lowers the death rate of hospitalized patients to 1%

“It is going to take time for a vaccine or a cure to be discovered, tested, approved, manufactured and distributed and until that happens, we’re going to be in the new normal,” said Majuta. “For retailers, adapting to the new normal is the key to business survival.”

Since the spring, RWS has been helping its retailer customers adapt to a new set of criteria consumers are using to make decisions: What will keep me and my family as safe and healthy as possible?

As a result of social distancing, contactless sales and delivery where shoppers don’t have to enter a store to buy have skyrocketed. While some consumers are eager to come into a store, the RWS research shows that there will continue to be a large group of shoppers that won’t. This could range between 30 to 70 percent of consumers who will prefer to shop from the safety and comfort of their homes.

A Google survey revealed that during the pandemic, 24% of surveyed shoppers went online to purchase something they would normally buy in-store, and 87% of them said they’d try it again.

Reopening of America: More than half of states will lift coronavirus restrictions by the end of the week, The Washington Post, April 30, 2020 Live updates: Nine states report significant uptick in coronavirus hospitalizations after Memorial Day, The Washington Post, June 10, 2020 This is where each state is during its phased opening, CNN, May 27, 2020

9

A Dozen Tips: The RWS team offers the following tips to ensure your site is the most effective tool for your sales team:

01

Price as many items as possible

02

Ensure your shopping cart is active

05 RWS has been working closely with retailers to ensure they have, at a minimum, a strong online presence that meets the

Go beyond your website – digital advertising

demand for contactless sales. A fully-optimized, e-commerce

Majuta emphasized there’s never been a more important time to

website should be properly merchandised, giving consumers an

have a strong digital strategy across your online presence. Retailers

intentionally crafted experience just like in stores. And that’s not

should ensure their store profile is up to date with all pertinent, timely information (store hours, delivery options, COVID-19 precautions,

all. If they’re not already, retailers should:

etc.) in Google My Business™. This also goes for Facebook and other

Ensure their salesforce can sell effectively via phone, online chat and text, using the website as the primary showroom.

social media as well as Yelp and other review sites.

Make warranty options available

Update website messaging (and advertising) to communicate with consumers their store is open and taking the proper precautions to serve them, making it easy for consumers to do business with the retailer through a variety of options.

Maintain supply and availability of financing options.

Have strong product data

Flag key items with special messages

08

09

Feature financing options

Display special messages for “out of stock” items and invite shoppers to sign up to be notified when items become available

When it comes to having a strong online presence, a digital ad strategy is a critical component. For retailers that have digital

Train and equip their delivery team, developing new procedures for minimum contact delivery.

Configure your delivery prices

04

06

Properly prioritize items and brands

07

03

advertising in place or for those who are considering it, Majuta recommends the following:

Make sure your content has the right call to action Consider supply and demand, and focus on what’s in demand* Use free tools available to you such as *Google Trends (search on Google) to evaluate what shoppers are searching for now

10

Encourage shoppers to introduce themselves, creating a consumer profile and in turn, a tailored shopping experience; consider giving a gift to encourage profile creation

A Google survey revealed that more than 50 percent of shoppers want to know how businesses are responding to the crisis. Another survey from Google shows consumers are searching differently:

Searches for “curbside pickup” and “home delivery” grew by 70 percent and over 100 percent, respectively, over the week ending March 28.

60 percent of U.S. consumers searched online for “what’s open near me?”

Contact RWS for more information on enhancing or launching an effective digital advertising program through its AdRocket™ software.

The good news amidst the new normal backdrop: As a Premier Google Ads Partner, RWS has insight into additional resources that show shopping for furniture, mattresses and appliances is on the rise!

After all, Steve Jobs said, “Innovation is the ability to see change as an opportunity—not a threat.”

The RWS team has been making everyday adjustments to retailers’ WebFronts® to satisfy consumers’ “need to know” and remain relevant and up to date. (See “A Dozen Tips” sidebar)

10

11

Implement online chat to connect with shoppers and use as a selling tool

12

Keep your site up to date with information on all the ways shoppers can engage with you, the measures you’re taking to keep them safe and delivery and installation details

A Dozen Tips: The RWS team offers the following tips to ensure your site is the most effective tool for your sales team:

01

Price as many items as possible

02

Ensure your shopping cart is active

05 RWS has been working closely with retailers to ensure they have, at a minimum, a strong online presence that meets the

Go beyond your website – digital advertising

demand for contactless sales. A fully-optimized, e-commerce

Majuta emphasized there’s never been a more important time to

website should be properly merchandised, giving consumers an

have a strong digital strategy across your online presence. Retailers

intentionally crafted experience just like in stores. And that’s not

should ensure their store profile is up to date with all pertinent, timely information (store hours, delivery options, COVID-19 precautions,

all. If they’re not already, retailers should:

etc.) in Google My Business™. This also goes for Facebook and other

Ensure their salesforce can sell effectively via phone, online chat and text, using the website as the primary showroom.

social media as well as Yelp and other review sites.

Make warranty options available

Update website messaging (and advertising) to communicate with consumers their store is open and taking the proper precautions to serve them, making it easy for consumers to do business with the retailer through a variety of options.

Maintain supply and availability of financing options.

Have strong product data

Flag key items with special messages

08

09

Feature financing options

Display special messages for “out of stock” items and invite shoppers to sign up to be notified when items become available

When it comes to having a strong online presence, a digital ad strategy is a critical component. For retailers that have digital

Train and equip their delivery team, developing new procedures for minimum contact delivery.

Configure your delivery prices

04

06

Properly prioritize items and brands

07

03

advertising in place or for those who are considering it, Majuta recommends the following:

Make sure your content has the right call to action Consider supply and demand, and focus on what’s in demand* Use free tools available to you such as *Google Trends (search on Google) to evaluate what shoppers are searching for now

10

Encourage shoppers to introduce themselves, creating a consumer profile and in turn, a tailored shopping experience; consider giving a gift to encourage profile creation

A Google survey revealed that more than 50 percent of shoppers want to know how businesses are responding to the crisis. Another survey from Google shows consumers are searching differently:

Searches for “curbside pickup” and “home delivery” grew by 70 percent and over 100 percent, respectively, over the week ending March 28.

60 percent of U.S. consumers searched online for “what’s open near me?”

Contact RWS for more information on enhancing or launching an effective digital advertising program through its AdRocket™ software.

The good news amidst the new normal backdrop: As a Premier Google Ads Partner, RWS has insight into additional resources that show shopping for furniture, mattresses and appliances is on the rise!

After all, Steve Jobs said, “Innovation is the ability to see change as an opportunity—not a threat.”

The RWS team has been making everyday adjustments to retailers’ WebFronts® to satisfy consumers’ “need to know” and remain relevant and up to date. (See “A Dozen Tips” sidebar)

10

11

Implement online chat to connect with shoppers and use as a selling tool

12

Keep your site up to date with information on all the ways shoppers can engage with you, the measures you’re taking to keep them safe and delivery and installation details

CASE STUDY

THE SOLUTION:

A Complete Digital Suite Within a month, the new, Level 4 kingandbunnys.com was live, complete with WebFronts Review. Within the first three months of going live, WebFronts Review generated 26 new reviews, averaging an impressive 4.935 stars.

RWS’ Complete Digital Suite Means ‘One Marketing Umbrella’ for Second Generation Appliance Store ason Parker, second generation owner and King and Bunny’s son, recalls the early days when his dad reopened the appliance store “on a shoestring” in 1982. It was in a 600 square-foot portable building. The original, 17,000 square-foot King and Bunnys opened in 1979 and within a couple years had gone bankrupt. Rebuilding the business meant selling the family’s possessions such as cars and furniture.

J

“My parents sold everything in their house to make the $600 monthly rent,” remembers Parker. “And in the store, we had just one each of Whirlpool products…one washer, one dryer, one range…”

When an appliance was sold, Parker would deliver it to the buyer’s home and then replenish it with just one more. Today, King and Bunnys is a $4.2 million business. Parker attributes it all to his dad, who passed away in 2017, and the success they attained as a family. His mom passed away in 2015.

“The outpouring of our community with my parents’ passing was incredible,” said Parker. “A testament to the way we’ve always done business, our community involvement, sponsoring events and our ability to get our presence out there.

“We’re still making people happy and it’s still fun to come to work every day. Our staff is like family and such an important part of our business.”

THE CHALLENGE:

Outdated Website “Our old website was lacking in features and we couldn’t track the results of our online advertising,” said Operations Manager Danielle Richards. “The WebFronts® Level 4 features alone are what sold us,” she added, referring to the Nationwide Digital Rewards program, which bundles Level 4, WebFronts® Review™, RetailDeck® and AdRocket™ into one affordable package.

According to Parker, the fees associated with store’s previous digital provider made it difficult to quantify their return on investment. “When we found out we could centralize our website, coupling all of our digital marketing and digital presence, it was a no brainer,” said Parker. “Not to mention, tapping into the national programs (Whirlpool) with AdRocket and maximizing our coop spend, the digital rewards program made dollars and sense.”

Soon after Richards signed up for the program at the February 2019 PrimeTime show, an RWS representative reached out to her with a warm welcome that led to a productive discussion around creating the store’s new WebFronts Level 4 site. As Richards recalls, “I was highly impressed. They were very collaborative, and they always got back to me in a timely manner.

“RWS is exceptional—better than any other website provider I’ve worked with,” said Richards.

KING AND BUNNYS INTEGRATED DIGITAL SUITE:

The First 90 Days, By the Numbers WebFronts Level 4 & AdRocket Base Promotions:

37

“Level 4 features like WebFronts Review are phenomenal,” Richards said. “Being able to see customer reviews on Google, Yelp and Facebook—all on one page—is great. And…‘thumbs up’ and ‘thumbs down’ are directed to different areas, public and private, just where we’d want them to be when customers are happy or dissatisfied.”

Hot Prospects

403

The integration of features like WebFronts Review on kingandbunnys.com underscores the way the store has always treated customers, according to Parker.

“My dad spent many years building the store’s brand and the level of service it stands for,” he said. “I’ve always taken customer reviews of the store seriously, addressing both favorable and unfavorable comments. WebFronts Review makes it easy, alerting me so I can stay on top of and respond to any and all reviews.”

rebate forms downloaded

526 phone calls from mobile

Richards uses WebFronts marketing activity analytics to track site performance and has created a process to maximize Hot Prospects emails she receives via WebFronts. The de-anonymized emails tell her who’s on the site, how to contact them and the products they’re viewing; meanwhile, Parker cross-references Hot Prospects emails with Price Quotes generated through RetailDeck.

“Having an integrated, complete digital product suite sets our store apart from the competition and gives us a strong advantage,” said Richards. “It has enhanced our marketing strategy by having everything under one umbrella with one person at RWS to contact.”

24,000+ participating products viewed as a result

GPS navigations from mobile

65

de-anonymized customers (i.e., they provided their names and contact information)

AdRocket Base began running automated promotional banners on the site in 2019, leveraging 11 free Whirlpool campaigns. Initial online advertising generated nearly 1,200 clicks on homepage banners. At that time, monthly performance reports showed more people drawn to the website and more quote requests which in turn, brought more customers into the store. “It’s a chain effect,” said Richards.

With robust marketing activity analytics at their fingertips, Parker and Richards follow up with customers who have abandoned their shopping carts, see how many times an email has been opened and the number of rebate forms that are downloaded.

clicks on homepage banners for AdRocket Base promotions;

103

“The best part of Price Quotes and Hot Prospects— our website is pre-qualifying the customer for me.

That’s awesome!”

The “chain effect” also spilled over to the King and Bunnys Facebook page, which saw hundreds more Likes since AdRocket began running. AdRocket Boost alone generated 5,000-plus clicks on Facebook and Google ads.

1,158

67

automated remarketing emails sent to Hot Prospects

55% open rate

AdRocket Boost:

5,000+ clicks on Google and Facebook ads

TOP SEARCH TERMS:

KitchenAid

16.16%

CTR is the highest Click-ThroughRate for a Google Text ad

appliance stores near me

Maytag washer and dryer

electric ranges

WebFronts Review:

26

new reviews

58

4.935

average star rating

reviews showcased on Level 4 WebFront

RetailDeck:

1,021

product searches

12

The King and Bunnys Appliances team (L to R): (front) Peter Davies, Jason Parker, Danielle Richards, Brandon Coffman, Scott Eldridge; (back) Randy Pearman, Quinton Robinson, Brock Anton

56

Price Quotes

CASE STUDY

THE SOLUTION:

A Complete Digital Suite Within a month, the new, Level 4 kingandbunnys.com was live, complete with WebFronts Review. Within the first three months of going live, WebFronts Review generated 26 new reviews, averaging an impressive 4.935 stars.

RWS’ Complete Digital Suite Means ‘One Marketing Umbrella’ for Second Generation Appliance Store ason Parker, second generation owner and King and Bunny’s son, recalls the early days when his dad reopened the appliance store “on a shoestring” in 1982. It was in a 600 square-foot portable building. The original, 17,000 square-foot King and Bunnys opened in 1979 and within a couple years had gone bankrupt. Rebuilding the business meant selling the family’s possessions such as cars and furniture.

J

“My parents sold everything in their house to make the $600 monthly rent,” remembers Parker. “And in the store, we had just one each of Whirlpool products…one washer, one dryer, one range…”

When an appliance was sold, Parker would deliver it to the buyer’s home and then replenish it with just one more. Today, King and Bunnys is a $4.2 million business. Parker attributes it all to his dad, who passed away in 2017, and the success they attained as a family. His mom passed away in 2015.

“The outpouring of our community with my parents’ passing was incredible,” said Parker. “A testament to the way we’ve always done business, our community involvement, sponsoring events and our ability to get our presence out there.

“We’re still making people happy and it’s still fun to come to work every day. Our staff is like family and such an important part of our business.”

THE CHALLENGE:

Outdated Website “Our old website was lacking in features and we couldn’t track the results of our online advertising,” said Operations Manager Danielle Richards. “The WebFronts® Level 4 features alone are what sold us,” she added, referring to the Nationwide Digital Rewards program, which bundles Level 4, WebFronts® Review™, RetailDeck® and AdRocket™ into one affordable package.

According to Parker, the fees associated with store’s previous digital provider made it difficult to quantify their return on investment. “When we found out we could centralize our website, coupling all of our digital marketing and digital presence, it was a no brainer,” said Parker. “Not to mention, tapping into the national programs (Whirlpool) with AdRocket and maximizing our coop spend, the digital rewards program made dollars and sense.”

Soon after Richards signed up for the program at the February 2019 PrimeTime show, an RWS representative reached out to her with a warm welcome that led to a productive discussion around creating the store’s new WebFronts Level 4 site. As Richards recalls, “I was highly impressed. They were very collaborative, and they always got back to me in a timely manner.

“RWS is exceptional—better than any other website provider I’ve worked with,” said Richards.

KING AND BUNNYS INTEGRATED DIGITAL SUITE:

The First 90 Days, By the Numbers WebFronts Level 4 & AdRocket Base Promotions:

37

“Level 4 features like WebFronts Review are phenomenal,” Richards said. “Being able to see customer reviews on Google, Yelp and Facebook—all on one page—is great. And…‘thumbs up’ and ‘thumbs down’ are directed to different areas, public and private, just where we’d want them to be when customers are happy or dissatisfied.”

Hot Prospects

403

The integration of features like WebFronts Review on kingandbunnys.com underscores the way the store has always treated customers, according to Parker.

“My dad spent many years building the store’s brand and the level of service it stands for,” he said. “I’ve always taken customer reviews of the store seriously, addressing both favorable and unfavorable comments. WebFronts Review makes it easy, alerting me so I can stay on top of and respond to any and all reviews.”

rebate forms downloaded

526 phone calls from mobile

Richards uses WebFronts marketing activity analytics to track site performance and has created a process to maximize Hot Prospects emails she receives via WebFronts. The de-anonymized emails tell her who’s on the site, how to contact them and the products they’re viewing; meanwhile, Parker cross-references Hot Prospects emails with Price Quotes generated through RetailDeck.

“Having an integrated, complete digital product suite sets our store apart from the competition and gives us a strong advantage,” said Richards. “It has enhanced our marketing strategy by having everything under one umbrella with one person at RWS to contact.”

24,000+ participating products viewed as a result

GPS navigations from mobile

65

de-anonymized customers (i.e., they provided their names and contact information)

AdRocket Base began running automated promotional banners on the site in 2019, leveraging 11 free Whirlpool campaigns. Initial online advertising generated nearly 1,200 clicks on homepage banners. At that time, monthly performance reports showed more people drawn to the website and more quote requests which in turn, brought more customers into the store. “It’s a chain effect,” said Richards.

With robust marketing activity analytics at their fingertips, Parker and Richards follow up with customers who have abandoned their shopping carts, see how many times an email has been opened and the number of rebate forms that are downloaded.

clicks on homepage banners for AdRocket Base promotions;

103

“The best part of Price Quotes and Hot Prospects— our website is pre-qualifying the customer for me.

That’s awesome!”

The “chain effect” also spilled over to the King and Bunnys Facebook page, which saw hundreds more Likes since AdRocket began running. AdRocket Boost alone generated 5,000-plus clicks on Facebook and Google ads.

1,158

67

automated remarketing emails sent to Hot Prospects

55% open rate

AdRocket Boost:

5,000+ clicks on Google and Facebook ads

TOP SEARCH TERMS:

KitchenAid

16.16%

CTR is the highest Click-ThroughRate for a Google Text ad

appliance stores near me

Maytag washer and dryer

electric ranges

WebFronts Review:

26

new reviews

58

4.935

average star rating

reviews showcased on Level 4 WebFront

RetailDeck:

1,021

product searches

12

The King and Bunnys Appliances team (L to R): (front) Peter Davies, Jason Parker, Danielle Richards, Brandon Coffman, Scott Eldridge; (back) Randy Pearman, Quinton Robinson, Brock Anton

56

Price Quotes

FROM THE NETWORK

April and May 2020 See Unprecedented YOY Boosts in Online Retail At the height of the pandemic, when quarantine was the norm in April and states began to reopen in May, the RWS network saw unprecedented year-over-year surges.

Total number of orders up

Total value of orders up

Total number of orders up

Total value of orders up

525%

438%

450%

349%

V S . M AY 2 0 1 9

V S . M AY 2 0 1 9

VS. APRIL 2019

VS. APRIL 2019

Retailers using WebFronts® Level 4 in combination with Adrocket™ Boost received an average of

50%

in April and May 2020

What Retailers are Saying About RWS Boss is super impressed with RWS. It’s amazing how y’all have gone remote, while stepping up the game and proactively helping the retailers adapt.

I’m really, really happy that we’ve got you on our side. Hoping you and yours are healthy and safe.”

AdRocket™ Boost is always-on, customized digital advertising for appliance, electronics, mattress and furniture retailers.

AdRocket Boost promotes your store and builds your brand with custom-built digital campaigns.

A Dedicated Digital Advisor will advise you every step of the way as our creative team builds ads to promote your store’s unique value propositions and events.

BOOST SIGNUP FEE

Lester Lanteigne

“Ula and William Allen have been so excellent during this entire process in helping us get our website up and running. I have been so impressed with their excellent customer service… I truly do appreciate everything that they have done for me and our business.

Thank you so very much to both of you! I am so impressed with this company. Ula and William went out of their way to make this a great experience for our company!

Jill Rugaard BOYD APPLIANCE CENTER, INC. CRESTON, IA

COMPASS FURNITURE

$ 299 BOOST PACKAGES STARTING AT

$ 1,299/month

JEFFERSON, LA

Jose (Salazar) is one who responds quickly, understands the nature of your issue, and brings a solution to the table every time. He has made some customized adjustments for us that are of great benefit. His attitude, his outlook, and his actions are Dynamite. A+”

Edward Janeski

Melissa (Eyerly) has been a life saver. She is always willing to help and gets things done fast. I would take an army of employees just like her.

“I’d give Jani (Elliot) 10 stars if I could. She is awesome and my unsung hero. No matter what I bring to the table, she breezes right through it and is ALWAYS available. We love her here and are so, so thankful for her. Thank you for letting us borrow her from time to time!

Mark Eaton

Carrie Williams

EZ TV & APPLIANCES ALAMOGORDO, NM

TRI-COUNTY FURNITURE COVINGTON, VA

APPLIANCE DISTRIBUTORS UNLIMITED

Info@RetailerWebServices.com • (800) 417-2799 • RetailerWebServices.com

14

8 LOCATIONS IN MD, PA AND VA

15

FROM THE NETWORK

April and May 2020 See Unprecedented YOY Boosts in Online Retail At the height of the pandemic, when quarantine was the norm in April and states began to reopen in May, the RWS network saw unprecedented year-over-year surges.

Total number of orders up

Total value of orders up

Total number of orders up

Total value of orders up

525%

438%

450%

349%

V S . M AY 2 0 1 9

V S . M AY 2 0 1 9

VS. APRIL 2019

VS. APRIL 2019

Retailers using WebFronts® Level 4 in combination with Adrocket™ Boost received an average of

50%

in April and May 2020

What Retailers are Saying About RWS Boss is super impressed with RWS. It’s amazing how y’all have gone remote, while stepping up the game and proactively helping the retailers adapt.

I’m really, really happy that we’ve got you on our side. Hoping you and yours are healthy and safe.”

AdRocket™ Boost is always-on, customized digital advertising for appliance, electronics, mattress and furniture retailers.

AdRocket Boost promotes your store and builds your brand with custom-built digital campaigns.

A Dedicated Digital Advisor will advise you every step of the way as our creative team builds ads to promote your store’s unique value propositions and events.

BOOST SIGNUP FEE

Lester Lanteigne

“Ula and William Allen have been so excellent during this entire process in helping us get our website up and running. I have been so impressed with their excellent customer service… I truly do appreciate everything that they have done for me and our business.

Thank you so very much to both of you! I am so impressed with this company. Ula and William went out of their way to make this a great experience for our company!

Jill Rugaard BOYD APPLIANCE CENTER, INC. CRESTON, IA

COMPASS FURNITURE

$ 299 BOOST PACKAGES STARTING AT

$ 1,299/month

JEFFERSON, LA

Jose (Salazar) is one who responds quickly, understands the nature of your issue, and brings a solution to the table every time. He has made some customized adjustments for us that are of great benefit. His attitude, his outlook, and his actions are Dynamite. A+”

Edward Janeski

Melissa (Eyerly) has been a life saver. She is always willing to help and gets things done fast. I would take an army of employees just like her.

“I’d give Jani (Elliot) 10 stars if I could. She is awesome and my unsung hero. No matter what I bring to the table, she breezes right through it and is ALWAYS available. We love her here and are so, so thankful for her. Thank you for letting us borrow her from time to time!

Mark Eaton

Carrie Williams

EZ TV & APPLIANCES ALAMOGORDO, NM

TRI-COUNTY FURNITURE COVINGTON, VA

APPLIANCE DISTRIBUTORS UNLIMITED

Info@RetailerWebServices.com • (800) 417-2799 • RetailerWebServices.com

14

8 LOCATIONS IN MD, PA AND VA

15

SUMMER 2020

PRACTICAL KNOWLEDGE FOR APPLIANCE, ELECTRONICS, FURNITURE AND MATTRESS RETAILERS

Preparing for the Road Ahead: Tools (and a Dozen Tips!) to Win in the New Normal PA G E 8

NEWS

Google for Small Business Features RWS As a COVID-19 Resource PA G E 4

FEATURE

An Interview with Google: Keys to Succeed in an Era of Uncertainty PA G E 5

FROM THE NETWORK

April and May 2020 See Unprecedented YOY Boosts in Online Retail PA G E 1 5

April and May 2020 See Unprecedented YOY Boosts in Online Retail FROM THE NETWORK

An Interview with Google: Keys to Succeed in an Era of Uncertainty FEATURE

Google for Small Business Features RWS As a COVID-19 Resource NEWS

Preparing for the Road Ahead: Tools (and a Dozen Tips!) to Win in the New Normal COVER FEATURE

INSIDE THIS ISSUE Scottsdale, AZ 85254 15615 N. 71st Street, Suite 205