Mr Fr Ted

CONVERT

The best online marketing in the world can stand for nothing if customers attracted to a business’s website or app cannot navigate or ultimately purchase from said online platform. Capitalising upon consumer use and engagement with the businesses electronic extensions is vital in not only making investments in digital worthwhile but also driving consumers to the business premise itself. Sleek, smart and easy digital experiences play a major role in converting consumers to the brand and the possibly enticing them to repurchase and in the case of KC’s revisit.

However the current guise of both KC’s website and app do little in the way of offering attractive involvements or interactions at this moment. Both are in need of redevelopment and reinvestment in order to fully harness their worth and potential to the business.

OPTIMISING THE WEBSITE

To begin with it must be noted that desktop is becoming more and more obsolete to modern day digital consumers. Particularly in the fast food market which KC’s inhibits, in fact only 35% of modern digital media is consumed through desktop form. As previously highlighted in section one, the businesses current website www.kcandco.com is very much a positive feature in terms of conveying the brand online and funnelling consumers to vital information such as the menu, opening times and location. It does not offer enough in the way of converting traffic to income on the site itself.

[pic 2]For instance although it does offer a succinct e-commerce platform page with details of clothing and accessories to buy, it does not provide a number of simple additional selling points like a size guide, modelling or special offers only available online. However it must be said that although these are minor adjustments they could go a long way in generating a more consumer orientated experience and of course revenue.

A further addition in optimising the website would be the reintroduction of the live queue cam for online visitors to monitor the length of the queue outside the premises, the waiting time and also the weather. Although there is a certain novelty factor to this feature it acts as a unique attraction point to the website and fits well to the quirky different image associated with KC’s.

OPTIMISING THE APP

Apps represent the fastest easiest and most accessible way for followers of a brand to interact, to complete a task, make a purchase or engage in a service. Apps should meet customer needs and expectations which generally revolve around a streamlined experience. Today 65% of all digital media time is spent on mobile. Over 60% of people check their phones approximately 46 times a day, a very important statistic to KC & Son & Sons given food is also another commodity far from people’s minds. Even more so 85% of time spent on mobile is within apps highlighting the value and opportunity apps represent for businesses if optimised correctly to suit consumer wants.