My Back To Business Strategy

By Al Keck, CEO and founder of Infinity Nation a company of retail focused growth experts who create measurable data-driven strategies for e-commerce businesses to deliver profitable growth.

Summarise how Covid-19 has affected your business? 

As digital experts, we are used to the ever-changing environment that digital marketing presents. We are used to ‘pivoting’ and changing the game plan. So for us as a team, it was about how we helped our clients identify what digital tactics were needed to identify opportunities to improve or adapt their e-commerce strategy.  

What has been your plan to continue?  

The plan is to carry on as normal, albeit the whole team are working from home at the moment, so we have adapted to how we communicate with each other using online virtual meeting platforms. 

How has business changed for you over the last few months?  

We are a digital agency, so nothing drastic changed other than how we came together as a team very quickly to help all our clients change their messaging, how they communicated to their customers, to help them think outside the box and use the digital channels to their advantage. 

As lockdown eases what measures have you put in place to get back to business? 

It was business as usual for us throughout the pandemic as the team all worked from home. We will look at bringing them back into the office in the future but follow strict social distancing rules and good hygiene practices with plenty of hand sanitiser dotted around.

What has been the most challenging aspect of all of this? 

Helping businesses understand how to be flexible and nimble and to embrace the changes. To rip up their original strategy and start from scratch and to respond to changing customer behaviour. 

What we once did in the past won’t necessarily work anymore, so its about adapting to the current circumstances and changing with them. 

What has been the most positive aspect? 

We usually hold eCommerce collective events throughout the year which are aimed at C-Suite attendees designed for sharing and learning from other people’s experiences. 

We were able to hold these virtually and brands were able to share their wins and challenges and learn from each other. 

Has it made you consider how you feel about other businesses/suppliers/customers/clients for good or otherwise? 

This situation in the main has definitely shown off the local community in a positive light pulling together to help each other survive and succeed – our regional e-com collective events have really helped business owners navigate these challenging waters. 

On the flip side, you have seen the true colours of some suppliers who were not prepared to be flexible or help – that will definitely lead to us making different choices.

How important is the phrase 'buy local, supply local' to you? 

The pandemic has highlighted how the big corporate giants can survive in a crisis like this, but your local businesses aren’t able to as they don’t have the capital behind them to stop trading for weeks at a time. 

If we all bought local, and used local businesses, when a crisis like this hits businesses will be in more of a position to survive. 

What are your top tips for other business owners at this time? 

1. Understand your customer, why and when they buy and what they look like.

2. Look ahead and prepare to pivot quickly when monitoring your market space.

3. Be clear on the KPIs that drive your business, monitor these closely and be dynamic with your strategy – ensure this reviewed regularly.

How can we buy from you? 

The objective is simple: We want to share our knowledge with relevant businesses and identify opportunities to maximise leads and revenue at this difficult time, through smart use of data and media targeting techniques. 

So Infinity Nation are offering complimentary 30 minute 1-2-1 consultancy sessions. Click to book your slot: 

https://www.infinitynation.com/121-consultancy

Your parting thoughts? 

It’s all about talking to the right type of customers, with the right communication and relevant products – “Show them that you know them” – repeat purchases are key to growing a profitable business. 

For more information visit https://www.infinitynation.com/