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How to establish a thought leader
in retail tech

CHALLENGE

The challenge

Sorted is a delivery tech disruptor, harnessing the power of technology to transform the world of fulfilment from a complex battle of logistics into a simple, seamless and positive customer experience.

At a time where the business was moving from a disruptive start-up to a tech scale-up, it wanted to establish itself as thought leader in the market, driving visibility for its leadership team among their prospects, partners and peers, all while supporting the sales team drive opportunities.

STRATEGY

The strategy

Using its highly commercial PR model, Fieldworks devised a PR and content strategy which saw a piece of hero content – a market report underpinned by consumer research – as the central asset in the campaign.

‘The blueprint for collaborative commerce’ report outlined that successful retail relationships rely on three people working together – the retailer, the customer and the delivery provider. It also questioned how many retailers can truly say they have perfected this collaboration. Original consumer research analysed what customers expect from their retailer relationships, how the delivery experience fits into this picture, and what they are willing to share or change in return for their optimum retail relationship. From here, we created a blueprint for collaboration, looking at how retailers and delivery partners must work together to understand the customer’s wants and needs, to deliver outstanding customer experiences.

Fieldworks analysed the consumer research to unearth customer pain-points in the delivery experience – around speed of fulfilment, cost, convenience, returns and security. The resulting report was developed up as gated asset and packaged up as several PR pushes, placing news generation releases promoting the report into the media, as read by Sorted’s 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 Sorted’s own web properties to boost SEO and also drive email capture on the gated landing pages.

RESULTS

The results

During the campaign, Fieldworks delivered 119 pieces of coverage in target media, generating >7.92 million opportunities to see, including:

• National hits in the Sunday Times and City AM
• Retail trade titles, such as Retail Week and Internet Retailing
• Logistics trade media, including eDelivery and SHD Logistics
• Marketing titles, including MyCustomer and Netimperative

A massive 93% of coverage included a Sorted spokesperson, profiling the leadership team at a thought leadership level in the key media titles as read by their prospects

And, thanks to the high levels of backlinks in the coverage Fieldworks secured, the campaign delivered 509 web referrals to Sorted’s web properties, moving prospects from 3rd party media and on to Sorted’s website, helping move them down the sales funnel.

TESTIMONIAL

A massive 93% of coverage included a Sorted spokesperson, profiling the leadership team at a thought leadership level in the key media titles as read by their prospects