About OneStock
OneStock is the leading European Order Management System (OMS) for omnichannel retail that helps retailers unify their stock – from warehouses, distribution centres (DCs) and stores – to increase customer delivery experience while improving profitability. With a true single view of stock in one integrated platform, it enables retail businesses to offer the most convenient and fast delivery options for shoppers across channels to drive seamless customer experience (CX), while allowing the retailer to make more stock available while fulfilling orders in the most efficient, profitable and sustainable way.
Developed specifically for omnichannel retail, rather than adding the OMS to an existing supply chain or point of sale (POS) solution like many other solutions, OneStock has been built for purpose. The depth of intelligence contained within a unique algorithm in its software enables the solution to perform better and in a more agile way than other solutions, allowing it to make the right matches for all the components of order distribution and delivery.
Challenge
Thanks to its work with high-profile European retailers, such as Reiss, LVMH, Pets at Home, Ted Baker, Monsoon, Jigsaw and INTERSPORT, OneStock already had some brand presence in the UK market. However, it wanted to fast track its share of voice and mind amongst its prospect audiences and become known as European leader, fast growth technology solutions provider, moving it away from its current reputation as a start-up.
Objectives
OneStock challenged Fieldworks to build brand awareness of its technology, business and senior leadership team in the UK media, positioning it as the solution that could enable retailers to ready themselves for the new demands of shoppers and the evolving operational needs of future-fit omnichannel retail businesses.
The campaign needed to not only build awareness for OneStock in the UK market, but closely align PR activity to the sales and marketing objectives of driving lead generation and engagement.
Strategy
- Compelling campaign content
With the mission to align PR closely to lead generation activities being run by OneStock’s marketing team, Fieldworks developed a hero piece of campaign content, underpinned by European research.
Hosted on a gated landing page, all PR efforts would look to drive traffic from media-owned sites back to this hub, to move prospects down the sales funnel and support email capture for use in lead development.
The insight-led report – Omnichannel Study: How retailers can serve the post-Covid shopper – which was validated by consumer research of 5,000 European shoppers, positioned OneStock as being at the heart of the key trends and behavioural changes impacting retailers post-pandemic. The research highlighted the new demands shoppers now want from retail buying journeys, spanning a vast range of trends – from click-and-collect adoption and next-generation fulfilment from store capabilities, to the rise of dark stores and the impact of out of stocks on CX and loyalty.
This allows Fieldworks to creatively carve up distinct and topical stories to deliver headlines regularly to ensure a steady stream of news into OneStock’s target media.
- Leverage 1st party data for newsjacking
Fieldworks extended its creative use of 1st party data to drive additional PR stories for OneStock. Using its stock availability insights, Fieldworks created OneStock’s Inventory Availability Index, which reported on stock levels around key trading events, such as the EURO 2020s, as well as reporting on supply chain disruption and the impact of it upon retail categories, to give topical news hooks to deliver column inches and generate media placements.
- Promoting Save Our Shops through Retail Connections’ network
Fieldworks also used Retail Connections, its news outlet and network of senior European retailers, to promote one of OneStock’s core marketing campaign, Save Our Shops. Hosting CEO, Romulus Grigoras, and CEO of Jigsaw, Beth Butterwick, Retail Connections’ managing editor and Fieldworks’ MD, Chris Field, hosted an insight-led podcast discussion on the future of the High Street and how the unification of stock can power evolving consumer demands and support new retail formats.
- Validation of OneStock’s solution through dedicated awards programme
OneStock was keen to continue some early successes it had seen in 2020, with its solution having been selected for various awards programmes. Fieldworks pulled together a comprehensive awards programme, to validate the OneStock solution in the context of the market and hero the results its technology had delivered for its retail clients.
Results
Fieldworks generated over 20.3million opportunities to see for OneStock through 77 pieces of coverage in core target media as read by its prospect audiences, spanning retail, fashion, electricals, pet care, sports trade, tech, logistics and marketing titles. 94% of coverage appearing in Tier 1 media titles.
Fieldworks leveraged its creative data-story programme, newsjacking and amplification of customer stories to drive strong levels of column inches and key message delivery – 74% of coverage was wholly owned by OneStock, earning it both share of voice and mind.
Fieldworks also secured x8 awards shortlists for OneStock in key industry awards schemes, with OneStock picking up the Retail Systems 2021 Award for Best Logistics & Supply Chain.
Fieldworks’ B2B focused strategy sought to pull through prospects from media sites to OneStock’s website, to help move prospects down the sales funnel and support email capture for use in lead development – 45% of coverage including a backlink, and web referrals during the campaign period rose +12% year-on-year, thanks to the promotion of compelling campaign content.
Fieldworks delivered a CPM (cost per thousand) of just £1.72p, well below the PR industry standard of >£6.00p.
COMMENT FROM Bertrand Liesta
“The campaign greatly benefitted from Fieldworks’ wealth and depth of understanding of the retail and technology space, enabling them to deliver results we simply wouldn’t have been able to achieve had we gone to a generalist PR agency.
Not only did their ability to craft creative and compelling story lines and angles fuel press coverage, but it also helped us to be seen as the real leader of the OMS market.”
Bertrand Liesta, Head of Marketing, OneStock
