Borders has the right long-term strategy
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Jason Woodford, director, SiteVisibility
Last week’s report that Borders is to close five of its outlets, including the flagship store on Oxford Street, yet keep its recently relaunched site open for business (nma.co.uk 14 July 2009), might be one of the most sensible responses to the challenges of the current economic climate I’ve read to date.
If there was ever a silver lining/recession benefit for retail companies then this is it. People tend to hibernate when times are tough and home internet use rises. This period is therefore an opportunity to expand your fan and loyalty base.
Retail sites can tap into this wider online audience with confidence that consumers are searching for the best deals. Borders’ stealth SEO strategy, combined with engaging marketing such as video portals and voucher codes, suggests the company is fine-tuning its freshly streamlined resources for maximum impact.
More businesses, especially retailers, should consider taking a leaf out of Borders’ book by reviewing their online strategies. SEO needs time to take effect: it’s a hare-and-tortoise scenario and companies taking the long-term view will be the winners in the New Year.
Business commentators and analysts predict an economic turnaround in Q2 2010. Those still standing will be the ones that ensure their SEO strategies are at full volume and coincide with rejuvenated customer wallets in the spring.