Close
 

Two minutes with: Nicola Relph

  • News
  • May 9, 2018
Two minutes with: Nicola Relph

Adult Toy Megastore had a lot of success in the 2017 Top Shop Awards, why do you think customer experience is still an important factor for pureplay business?

In a face-to-face retail environment, you have the ability to engage with your customers in person and change your approach on the fly, depending on what their individual needs are and how they respond to you. But the online environment is different – you have to invest in your user experience so the customer has access to all the info they want as quickly as possible

If a customer receives bad customer service from any business, whether it was online or face-to-face, the chances of them coming back are slim. Therefore, any interaction we have with our customers is important, from the moment they land on our website, to the second they receive their parcel, and is an opportunity for us to leave a lasting impression and create a loyal customer. 

Traditional retail can advertise and push their products easier to a wider less-regulated audience. Can adult stores use advertising to get ahead in the competition? And is competition heavier in your category than others?

The key to our online success as an adult retailer is the overall experience we provide.

But it doesn’t, and shouldn’t, stop there. We also strive to provide the best possible online customer service. Help is available when it’s needed, and we keep the customer informed of where their order is and when they can expect it. If there are any issues we resolve them as quickly as possible. Having transparency as an online business is a core value and customers appreciate it.

Adult stores face a lot of roadblocks when it comes to advertising. We can’t advertise on a lot of mainstream platforms and there are many restrictions when it comes to any kind of traditional advertising because we’re adult. Therefore, we need to be creative in our approach and the way we advertise our business.

We advertise using Google Adwords, radio, and some print media, but we do a lot of work to grow our brand awareness organically. For example, we use social media and team up with influencers, we sponsor events with product for prizes, attend expos, and create interesting and meaningful content that gets noticed by the public and the media. 

Do you find there is difficultly in supplying such personal items online, where there is limited options for a ‘hands-on’ browsing experience?

Being able to physically touch products while shopping certainly has its benefits, but the key factor that makes online shopping for adult products so popular is the discretion involved. We ensure all the information a customer needs in order to make a purchase is readily available, or else we risk losing the sale. We provide detailed product descriptions, many of which have video guides, as well as real customer reviews and access to a bank of in-depth articles and guides about different products. We also have customer service help on hand, via phone call, instant chat, Facebook messenger and email, so we’re easily reached if customers have any questions.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Debunking diversity myths surrounding hiring practises

  • Opinion
  • May 24, 2018
  • Rose Lu
Debunking diversity myths surrounding hiring practises

Flick Electric software engineer Rose Lu has often been the sole woman or sole non-white person in the room in her career, and recently assisted with Flick's hiring process for new engineers. Here, she shares some key learnings on how to hire for diversity – and how to get around the obstacles that often pop up.

Read more
 
 
 
 
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Retail NZ calls for national rules around Easter trading

  • News
  • May 22, 2018
Retail NZ calls for national rules around Easter trading

A recent report carried out by Retail NZ has shown that council changes surrounding Easter trading was well received by both shoppers and workers. The report shows a strong lean towards councils opting to allow retailers to open or not during the holiday.

Read more
 
 
Sponsored content

Retention in Retail

Retail is known for having a high staff turnover, which can be costly and damaging to your brand. How do you turn this around and ...

 

Kiwi Property gains altitude in annual report

  • News
  • May 21, 2018
Kiwi Property gains altitude in annual report

An ongoing ability to connect with customers on a social level has been hailed as one of the reasons for Kiwi Property’s impressive financial growth for the last year. The report shows a record $1.8 billion in retail sales across the portfolio.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}