Palmers

GROWING ENGAGEMENT AND SALES SWIFTLY ON A SMALL BUDGET.

"With Further's help we are starting to understand how to make the most of social media. Palmers' friends and followers are still growing and engagement with them is leading to sales, not just exposure."

Bruce Sturrock
Chairman | Palmers Stores

Brief

Established in 1837, Palmers is one of the UK’s longest-established department stores. With five stores operating across East Anglia and with over 350 employees, Palmers is still a family-run business which prides itself on its reputation for service and value. Further recommended Palmers move into social media to not only increase brand awareness, SEO rankings and traffic to its website, but to engage with current and future customers through providing exceptional customer service.

Strategy

Competitor analysis of other UK department stores helped to determine the amount of work required to set and achieve campaign KPIs. Further created a set of unique competitions and giveaways to attract new Facebook friends and Twitter followers. Relevant, high-ranking bloggers were employed to host the competitions on their websites. This activity evolved into a dedicated and bespoke campaign of ongoing engagement, from uploading photos of products to asking topical questions and holding polls and special offers. 

Further also wrote and distributed social media and eCommerce-based press releases and informational blogs which were picked up by both local and industry press, confirming Palmers as a forward-thinking and progressive retailer with an active and popular social media presence.

Results

Services deployed