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Channelling Your Inner Consumer

Last week saw us host the 2016 Manchester Multichannel Conference, a day full of discussion and presentations on the ever-growing online trading community. Always hungry to learn about any developments in the tech stratosphere, we went along. And gladly so; one of the presentations reinforced our strong client values so much that we had to write about it – one of our lovely new Comms gals Hester has the insights.

Public Desire

In the middle of the afternoon on a sun-soaked Thursday, a troupe of ecommerce professionals turned away from the glorious weather, instead piling into UKFast’s darkened auditorium. Tayyab Akhlaq, Director of Public Desire, delivered his presentation – ‘Building your new brand through social’ – with a vitality that made up for us missing out on the sunshine. He approached the crowd with a jovial and open manner, cracking jokes and appearing totally relaxed. We were impressed with how Tayyab worked the room, engaging listeners without compromising his message.

Tayyab Akhlaq, Director of Public Desire, delivered his presentation – ‘Building your new brand through social’ – with a vitality that made up for us missing out on the sunshine. He approached the crowd with a jovial and open manner, cracking jokes and appearing totally relaxed. We were impressed with how Tayyab worked the room, engaging listeners without compromising his message.

We firmly believe that personality is vital in building a brand – energy and a sprinkling of humour will always be a winning combination. At UKFast, it is paramount that everyone has a blast, both employee and client alike. In the same way that Tayyab’s personable demeanour allowed him to impress meaning upon his audience, our distinct voice can always vouch for our award-winning services.

Public Desire is a Manchester-based online women’s footwear retailer, established in 2014. For six years before this, Tayyab and his three brothers had success in varying degrees selling via online marketplaces. Their product range was extensive and universal, which resulted in quick profits. But, after realising the importance of brand and customer loyalty, they took stock and streamlined their offering. Tayyab is a huge advocate for multichannel commerce and values marketplaces for allowing him to test his products with little risk. But, as he has learnt, nothing helps people buy more than confidence in a brand. Do one thing, and do it well – then you can think about expanding. As a reputable voice in a huge online market, Public Desire has a loyal buyer base that trusts the brand.

Tayyab is a huge advocate for multichannel commerce and values marketplaces for allowing him to test his products with little risk. But, as he has learnt, nothing helps people buy more than confidence in a brand. Do one thing, and do it well – then you can think about expanding. As a reputable voice in a huge online market, Public Desire has a loyal buyer base that trusts the brand.

To build this brand, Public Desire has carefully crafted its social media presence. Each platform has a different purpose; Twitter is for customer service, Snapchat is for secret giveaways and discounts, Instagram is for creating an identity that embodies the values of their female 16-25 demographic. As Tayyab pointed out, social media has become ‘inevitable’ – its rise has given the consumer incredible power, with any holes we leave as a business likely to be filled by them. In our opinion, any intelligent brand should help its customers harness this power.

At UKFast, we are well versed in this practice. When it comes to online retail, our clients are those retailers themselves. We work with these brands, anticipating their customers’ activity and traffic. In some cases, our services are crucial, as purchase incentives – think Black Friday – can severely damage a brand if they cannot cope with what the consumer throws at them. Understanding what your customer wants from a service perspective is just as important as finding a product gap in the market. Tayyab lives by the mantra ‘[p]roduct before consumer doesn’t work anymore’ – working together with the consumer ensures that your brand is asking and answering the right questions. This interactive, service-based approach is the foundation of our ethos at UKFast.

Understanding what your customer wants from a service perspective is just as important as finding a product gap in the market. Tayyab lives by the mantra ‘[p]roduct before consumer doesn’t work anymore’ – working together with the consumer ensures that your brand is asking and answering the right questions. This interactive, service-based approach is the foundation of our ethos at UKFast.

However much you involve the consumer, chances are that your product will not stay relevant. The dizzyingly fast rate at which the tech world is developing significantly decreases product lifespans – whether physical or virtual. Tayyab was keen to express the importance of flexibility within ecommerce, describing how much his business practices have changed during his eight years of trading online. This couldn’t ring truer here at UKFast, a company that has constantly revised and refined its product offering since it was founded in 1999.

It’s not a coincidence that the first of our six core values is dynamism – we never stop adapting and improving. What has remained consistent for the past seventeen years is our brand. Our voice, our personality, our ethos are what direct us, meaning we are never restricted in our services. Change is what drives a business; get comfortable or complacent and invite failure. In ten years’ time, we could be doing anything. But, whatever it is that we do – wherever technology takes us – you won’t have trouble recognising us.

Take a look at our events page to find out about upcoming opportunities to network and hear expert insights.

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