OPINION: How to engage with shoppers on their smartphones – Peter Lamb

This year I joined Stefan Appleby at the Local Shop Summit for a panel on how to engage with shoppers on their smartphones.

Our current website has just been updated to be compatible with smartphones. It is our intention to use the mobile version of our site to push more offers and impulse sales through phone-only discounts.

We already accept Apple Pay so anyone with an iPhone can take advantage of the latest way to buy at Lambs Larder. Since introducing Apple Pay, we have been surprised at the numbers of people using the technology. All of the current information on our site such as opening times, Google Maps directions and local weather will also be available on the phone.

Keeping your website relevant is important because it is a constant source of information for your customers and can give them a sense of belonging and comfort that social media alone cannot.

It is important to include social media feeds and links in any online presence but this can be turned to sales advantage if you promote your site with your social pages. Your business home page can act as a beacon for sales through special offers and promotions that are always there.

Social media is very much about immediate information whereas your website can have offers and information that never go out of date.

We get many return and prolonged visits by having our specific village weather forecast and live train departure board accessed only through our site.

In addition, we have a virtual local business card wall that is mirrored by the real thing in the physical store. This not only gives a focus for local business but generates additional monthly revenue as well.

I see the company website as far from dead. If used intelligently, it can be a force unto itself and can become a digital sales powerhouse.