Rob Finnie, commercial director at Nettl agrees, adding: “It’s your shop window to the world. It’s an essential element of your brand identity and provides a vital opportunity to create the right impression before customers have even spoken to you. Thousands of potential customers are searching online for local businesses and without a website, businesses will lose out.” Nettl is a network of graphic-led businesses which provide websites, SEO, social media, print, and signage solutions to local SME businesses. The company operates four studios in the UK and licenses its Nettl brand to existing businesses to form a variety of co-brand partnerships. The company has around 200 co-brand locations in the country and 100 more placed around the globe. Finnie states: “We win new clients online, we sell online, and we help other SMEs grow online too.” Commenting on the suitability of online stores for different businesses, Finnie says: “If objectives are clear, expectations are realistic, and the ‘thing’ being sold is suitable for an online purchase, then an online store can certainly fit different businesses in this industry.” Despite his encouragement Finnie also emphasises his point about, suitability, adding: “If what you’re selling isn’t suitable for an online purchase then don’t expect to sell many. I think this is definitely prevalent for signage. Lead with your fixed products for online sales, and then focus on how to best utilise your online presence for reducing internal admin burden of other key services. “Make the client’s journey easier rather than just relying on e-commerce. This can happen by enabling them to obtain online quotes, book surveys, make payments, send files, and manage project timelines.” Despite the convenience of shopping online it’s easy to forget that the process of creating that experience is far more complicated than some may think. But the steps to building an effective online platform shouldn’t put you off. Hoole comments: “Embrace the digital world with open arms. When adding an e-commerce platform to your site, make it as user-friendly as possible. Showcase your signage with captivating visuals and descriptions that make customers go, ‘Wow, I need that!’ And don't forget to provide the type of customer support that'll make customers happy and come back for more.” Discussing the balance of digital and physical interactions, Hoole adds: “Be mindful of maintaining that personal touch, even in the virtual world. Embrace technology to provide exceptional customer support and ensure timely communication. But remember, just like a well-crafted sign, it takes time and effort to find the right balance between online and offline interactions.” Finnie agrees, circling back to his earlier point about the suitability of e-commerce, he says: “We expect to be able to do everything online in this day and age. Because of this, e-commerce seems the obvious thing sign and wide-format businesses should do. But it’s important to think deeper than that. It’s about enabling self-service. “Sure, it’s nice when people do stuff for us, but the truth is, that doesn’t always If what you’re selling isn’t suitable for an online purchase then don’t expect to sell many best ways to make your online presence work for you. What’s Right For You? One of the strongest elements of the signage industry is the collaboration that takes place within it. Businesses can work together to achieve the best for their customers and in turn empower them to become masters of what they do best. A business that continuously works with other businesses is The Sign Group which supplies trade signage for the sign, display, and point-of-sale industries. Managing director Grey Hoole, says: “We work closely with sign companies, contractors, designers, and architects to bring their signage visions to life. We're all about making businesses stand out from the crowd and doing so with a smile on our face.” Discussing the importance of online growth, Hoole comments: “It is incredibly important for companies to establish and expand their online store and web presence in today's digital age. It allows businesses to reach a wider audience, attract new customers, and provide convenient access to their products or services. “In the signage industry, an online store/ website serves as a platform to showcase offerings, demonstrate capabilities, and streamline the ordering process.” ◄ Rob Finnie, commercial director at Nettl, has worked for the company for nine years 54 www.signlink.co.uk Issue 248 - August / September 2023 FOCUS ON / WEB-TO-SIGNAGE
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