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Using targeted PR to drive outstanding results for Reflexis in Europe

CHALLENGE

Reflexis, a leading provider of real-time store operations and workforce management solutions, wanted to maximise exposure around a series of retail events in its key European markets, DACH, Benelux, Scandinavia and the UK.

It needed bursts of strategic PR activity in each market designed to:

  • Generate brand awareness by delivering PR coverage in target trade media as read by event visitors, senior retail decision makers and prospects
  • Use PR to assist email capture and widen the sales database to drive lead generation
  • Drive web traffic from media own websites to Reflexis’ own website and landing page

STRATEGY

By accessing our European network of specialist retail tech PR teams, Fieldworks devised and implemented a PR and content strategy which delivered a territory specific, bespoke piece of hero content into each of the four core markets supported by a full media relations programme.

The ‘Stop the Clocks: How to derive extra value from the labour hour’ report outlined the importance of store associates in driving bricks-and-mortar performance at a time when the challenges of High Street retail continue to be well documented.  The report looked at how attempts to improve financial performance through store closures and staff headcount reductions erodes customer experience, brand reputation and loyalty, and highlighted how technology can help retailers schedule staff and tasks more effectively to significantly boost productivity and derive more value from every labour hour.

Original consumer research analysed what customers want and need from store associates, how the online experience has shaped these expectations, and how these in-store interactions impact upon average order value, customer lifetime value and other key metrics. From here, we created a blueprint for success, looking at how retailers can support in-store staff to meet the customer’s wants and needs and deliver outstanding customer experiences.

The resulting reports were developed up as gated assets and packaged up for a targeted PR push, placing news generation releases promoting the report into the media, as read by Reflexis’ target prospects.

Securing backlinks to the gated asset in the PR coverage was a key part of the campaign strategy in order to drive prospects from 3rd party media sites on to Reflexis’ own web properties to boost SEO and drive email capture on the gated landing pages.

RESULTS

During the campaign, Fieldworks delivered 38 pieces of coverage in target media generating >3 million opportunities to see across the four markets with highlights including:

  • Leading retail trade titles including Germany’s Lebensmittel Zeitung, The Grocer in the United Kingdom and Brisk Magazine in the Netherlands
  • An average increase in website traffic of 51% in each market
  • 927-page views of the report
  • 106 downloads of the Stop the Clocks report

TESTIMONIAL

Fieldworks has worked with us to deliver focused and effective promotional campaigns using their enviable media contacts to reach markets we have limited access to. Their in-depth knowledge of the retail landscape has helped us to ensure we are targeting each of our European markets with tailored content which has achieved wide-spread media coverage. Always extremely easy to work with, the team offers creative ideas that help us drive lead generation and build our brand awareness.

Caroline Goatley, Marketing Manager at EMEA Reflexis Systems