How we created a multi-shortlisted marketing strategy and website to help Nisa achieve its 2bn growth target by inspiring Nisa shoppers and encouraging them to shop locally.
Nisa supply over 3,700 local convenience stores across the UK,which also includes a portfolio of forecourt and large supermarket stores.
Since 2014, we’ve been appointed as Nisa’s digital marketing agency to manage the build of their first fully consumer-centric website and ongoing online marketing strategy. Working closely with their in-house marketing team, we deliver a fully immersive customer experience, supporting seasonal events in-store with social media, email marketing, content marketing and display advertising activity.
A Website Designed to Inspire
To highlight Nisa’s far-reaching presence across many local communities, it was important to create a website that would act as a hub for shopping locally, including latest offers, recipe inspiration, competitions and local charity news.
The website was designed fully responsive, to ensure it looks great on all screen sizes, and to allow visitors to view the website whilst in-store or on the go.
The website incorporates an interactive store finder to help customers quickly and easily find their nearest Nisa and access opening hours, contact details and all the latest offers.
Discover Heritage Hub
We created a haven for Nisa’s own-label ‘Heritage’ to showcase the brand through inspirational recipes and food features. Identifying Nisa consumers as typically busy shoppers with little time to spend each evening preparing meals helps inform a content strategy fueled by easy, cost-effective solutions, categorised by meal occasion, seasonality and time. Visitors can feast their eyes on high-quality, tasty-looking food and drink photography, which takes centre-stage to entice visitors to explore the site and discover the Heritage range in a fun, engaging way.
Communicating in-store offers online helps to drive footfall into Nisa’s stores. Offers are updated dynamically across the website every three weeks through the content management system. To ensure maximum exposure, supplier offer tiles are integrated on all pages throughout the site.
An Engaging Marketing Strategy
Our digital partnership extends to developing Nisa’s wider marketing strategy, including content and social media. Our key objectives are to drive awareness of Nisa stores by inspiring and entertaining shoppers.
Social Strategy & Management
Our creative team has worked closely with Nisa and their suppliers to produce high quality, engaging content across Facebook, Twitter, Instagram and Pinterest.
A carefully considered content plan was put into place that allows us to balance promotional posts with consumer focused, insight-led campaigns. It is of paramount importance for Nisa’s key messages to shine through without swamping Nisa’s feeds with promotional posts. Finding a warm, engaging TOV that would genuinely connect with Nisa shoppers was key.
As well as regularly posting recipes from the Heritage inspiration blog to showcase the breadth of Nisa’s own-brand range, we create price posts to share the latest in-store offers. Working with key suppliers to develop competition-led campaigns is also key to the strategy.
Not only do we create content that is pre-planned into a content calendar, we also regularly monitor user-generated content as well as the latest news in order to enable us to create reactive social content that is up-to-the-minute and entirely relevant to Nisa’s following.
The Discover Heritage hub is fed by a full content plan, integrating social media, email and marketing campaigns. The hub acts as a platform to share real, honest food ideas with Nisa shoppers through fun and inspirational content. You’ll find everything from tips and listicles to meal plans and seasonal recipe solutions.
We use an extremely targeted, personalised marketing method to reach various different segments of Nisa’s customer base.
We are able to promote new campaigns in a direct, yet personal manner to raise awareness, using email marketing in tandem with all other marketing channels to ensure consistency across multiple avenues.
Take a look at some of the campaigns we’ve produced for Nisa and their suppliers.
“Since working with Extreme, we have seen digital presence and social media activity soar beyond our expectations. Our website, combined with our digital strategy, has helped us achieve a significant rise in sales and engagement to help us achieve our ambitious growth target and our position as number one in convenience retailing for engagement. The Extreme team are a great team to work with, and we’re grateful for their continued support and creativity.” STEVE LEACH, SALES DIRECTOR, NISA RETAIL 2017
Since working with Nisa we have helped to achieve...
INCREASE IN SALES OF HERITAGE PRODUCTS IN FIRST YEAR SINCE THE WEBSITE LAUNCH
AVERAGE YOY INCREASE IN SOCIAL FOLLOWERS
No1 convenience retailer for social mediA engagement (2016-17)
MORE THAN THE LEADING CONVENIENCE RETAILER
Email campaigns ARE CONSISTENTLY HIGHER THAN AVERAGES WITHIN THE INDUSTRY
View our campaign case studies for more results like these.