Digital Evolution of National Retail Franchise
Challenge
In 2001, FranchiseCo*, a well-established national franchise with a network of over 65 stores across Australia, found itself at a crossroads.
While they had built a strong reputation and customer base through traditional means, the digital revolution was upon them.
Unlike many competitors who were starting to leverage the power of the internet, FranchiseCo lacked an online presence. This was a major hurdle, as consumers were increasingly turning to the web to research products, services, and local businesses.
This was the catalyst for a 20+ year collaboration with JD Stride, who recognised the immense opportunity to bridge the digital divide and position FranchiseCo for future growth.
Solution
JD Stride partnered with the franchise in 2001 to build their first website and embark on a comprehensive digital transformation journey.
Key strategies included:
- Continuous Adaptation: JD Stride helped the franchise navigate the ever-evolving landscape of technology, web trends, and user behaviour. This included adapting for the rise of smartphones, social media, and evolving consumer preferences.
- Cloud Evolution: Alongside the maturity of the cloud, JD Stride ensured the franchise website remained a competitive digital marketing asset.
- Hyperlocal Marketing: A targeted digital marketing strategy was executed, focusing on local campaigns for each store within the franchise’s territorial boundaries. This strategy aimed to increase store traffic and incorporated:
- Conversion Tracking: Tracking store visits, phone calls, and website form inquiries.
- Local Facebook Ads: Including retargeting strategies to boost brand awareness and conversions.
- Cloud-Based Business Efficiency: Elimination of printed resources with a bespoke online system for costing, quoting, and invoicing, enabling franchisees to operate remotely and seamlessly adapt to the challenges of COVID-19.
- Digital Sales System: Introduced a comprehensive digital sales platform integrating Google Workspace, a sales CRM, and cloud-based invoicing for streamlined lead capture and deal closure.
- Secure Identity and Access Management (IAM): Enhanced security with an IAM solution and single sign-on (SSO) to protect sensitive data.
Results
JD Stride’s partnership with the franchise, spanning over 20 years, has delivered:
- Improved Online Visibility: The franchise’s initial website established a strong online foundation and their digital presence continues to grow in strength.
- Increased Store Traffic: Targeted marketing campaigns have successfully driven local awareness and foot traffic to stores, ensuring long-term success.
- Business Agility: The cloud-based systems enhanced franchisees’ ability to operate from anywhere, a vital asset during the COVID-19 pandemic and in today’s competitive marketplace.
- Operational Streamlining: Centralised updates to terms and conditions and the Digital Sales System have enhanced efficiency and deal-closing capabilities.
JD Stride remains a valued digital advisor to the franchise, our multi-decade collaboration is testament to a commitment to innovation and long-term success.
