Q&A: JBN Congress Speaker Martin Broadhurst on Tackling Digital Apathy
20 May 2022
Ahead of his talk at the JET Business Network’s annual Retail Jewellers’ Congress on Monday, June 13, 2022, speaker, Martin Broadhurst, answers our questions about digital technology, improving the online customer experience and the shift in mindset required to future-proof jewellery businesses.
Discover the NAJ Summit 2022
Broadhurst will present on “How to Maximise Your Digital Customer Experience” at the Retail Jewellers’ Congress, which is part of the second annual NAJ Summit 2022. His talk will explore the importance of an integrated approach to the digital customer experience and how retailers can engage more effectively with customers using social media, online reviews, and other tools. He will also discuss the different ways that technology can be used to build strong relationships with customers and turn them into advocates.
Here, Broadhurst explains his background and answers our questions about digital growth in the jewellery sector prior to delving deeper at the NAJ Summit 2022.
What is your background in digital technology and what do you specialise in today?
I'm a digital strategy consultant with over a decade of marketing agency experience working with retail SMEs and international B2B companies alike. I'm also a digital marketing lecturer and I'm currently spending a lot of time helping companies understand how to improve their digital customer experience.
In your opinion, is there work to be done in the UK High Street retail environment in terms of integrating technology? Are there any areas we are failing in or not exploring further?
In my opinion, there is always work to be done in terms of integrating technology, and the UK high street retail environment is no exception. I think that one area where we could potentially improve is in using technology to enhance the customer experience. For example, some retailers are using in-store digital signage to provide information about products and promotions, and this can be a great way to engage with customers and promote products.
However, I think that there is still potential to do more in this area, such as using technology to personalise the shopping experience for customers or providing interactive elements that make shopping more fun. This all requires investment and a willingness to try things that may not work, which can be difficult for smaller businesses.
Many jewellery retailers have invested heavily in their digital presence and are now feeling frustrated by the lack of results. What are your thoughts on this?
There is no magic bullet when it comes to digital marketing. The only way to succeed is through trial and error, constant experimentation and a willingness to embrace change. The first step is to ensure that your website is optimised for search engine ranking. This means having well-written, keyword-rich content and ensuring that your website’s code is clean and free of errors.
Once your website is optimised, you need to focus on generating traffic from a variety of sources. This includes paid advertising, social media, email marketing and content marketing. The key is to track your results so that you can see which channels are generating the most sales. Once you know this, you can invest more time and money into those channels and reduce your investment in the others.
Your talk at the NAJ Summit will touch on social media and online reviews. Many independent retailers are small enterprises, how can they avoid feeling overwhelmed and stay focused?
There will always be a new platform and a new ‘must do’ when it comes to social media. And it's easy to get overwhelmed, but you just have to pick the one or two that are going to work best for your business based on your goals and your audience and focus on doing them well.
What are some of the biggest misconceptions or pitfalls that you have encountered among retailers and their attitudes to digital technologies?
Some retailers believe that they do not need to shift their mindsets to have a more prosperous future. Still, some retailers believe that they can continue to operate as they have in the past and that digital technologies will not impact their business. Digital technologies are changing the retail landscape and impacting the way consumers shop. Retailers who do not embrace digital technologies will increasingly struggle to compete in the future.
Finally, what do you hope a JBN member will walk away from your talk at the NAJ Summit knowing or feeling about their business?
I'm excited to be a part of the JBN Retail Jewellers' Congress and to share my insights on how to create a great digital customer experience. I believe that in today's age, it's more important than ever to provide customers with a seamless and convenient online and offline shopping experience. By understanding the latest trends and technologies, we can ensure that our customers have the best possible experience when shopping with us. I want members to come away from the talk with a better appreciation of how digital touchpoints can impact every stage of the customer experience and how to use them to generate the three Rs: repeat purchases, reviews, and referrals.
About Martin Broadhurst
Martin Broadhurst is an AI Technology and Marketing expert with over a decade of experience in digital marketing agencies and consultancy. He is passionate about helping companies, that are struggling to adapt to the changes that are happening in the marketing industry.
Find out more about joining the JET Business Network here. Reach out to an existing JBN member to get first-hand advice about joining by emailing: michael@thevalueinnovator.co.uk.
Photograph courtesy of the East Midlands Chamber of Commerce.
Source: National Association of Jewellers