Q&A: Adam Hindle, Managing Director, Fluid Digital – Manchester
Adam Hindle is the Founder and Managing Director of Fluid Digital, an ecommerce growth agency based in Manchester. Adam is driven by ecommerce and maximising success for clients through Magento, Shopify, PPC and Amazon Marketing.
What do we do…
Fluid Digital is an ecommerce growth agency based in Manchester working with online brands to build and grow successful ecommerce stores.
We design and build online stores using the power of Magento and Shopify with straight-forward, proactive advice and consultancy, alongside a range of specialised ecommerce marketing strategies to increase sales and drive high-growth.
Who do you work with?
We work with a wide range of retailers who are either looking for a partner to help them hit their ambitious ecommerce targets, or those looking for a new site build or replatform project.
We have a number of specialist retail verticals that we know inside out, such as home and garden, luxury fashion and jewellery, health and beauty and B2B. However, all in all we work with retailers across verticals who are looking to experience high growth.
What USP do you bring to the market?
We truly offer a unique perspective towards ecommerce growth. Our team has vast experience both agency and client side, so not only are we unbiased to one ecommerce platform and work across Magento and Shopify, we also offer specialised performance marketing strategies to drive traffic and orders to a retailer’s site.
Alongside our fast-growing PPC team, we are also one of the few leading Amazon agencies in the UK which is an emerging strategy for many retailers – especially post lockdown.
With over 10 years of ecommerce experience, we help high-growth retailers succeed online. With our team of digital experts, we’ve got the people, the skills and the passion to deliver ecommerce success.
What’s special about your approach?
We do focus entirely on ecommerce, and we focus on results.
We offer revenue based fees for PPC and Amazon for many retailers, and our team works hard to make sure that we drive results and that our fees always reflect that.
We also build lasting relationships with our clients and focus on maintaining a strong cultural fit with retailers. We listen, we’re proactive and we work with retailers as an ecommerce partner.
What challenges and opportunities do you see in UK retail for 2020?
For many, accelerating their digital transformation is a huge challenge. There are a significant number of high street and independent retailers who have never sold online but are now exploring ecommerce and need the right support and partners to do so.
Similarly, established ecommerce retailers need to stay ahead of the curve and keep competitive. Online competition is going to be saturated for many verticals, and so retailers need to make sure their online experience is personalised and conversion ready. This may be in the form of an updated UX, or with added features such as loyalty programmes, free delivery or click and collect.
And finally, many retailers postponed their decision on Magento 1 end-of-life during the lockdown however this deadline has now passed. Retailers who are still built on the Magento 1 platform are at serious risk of cyber attacks and a loss of PCI compliance. It’s vital these retailers review in Q3 and Q4 their position and work with a proactive and helpful partner moving forward.
How will you address these challenges and turn them into successes?
The key for retailers is to remain agile. We’re not out of full lockdown and the pandemic is still affecting many areas of ecommerce and retail. Things can change day to day, and so retailers need to be agile in their technology stack and how they approach their site and marketing.
Retailers need to embrace technology and partnerships. The support is out there for retailers and there is a wide range of advice and guidance from agencies, technology partners and consultants.
Retailers also need a comprehensive post-launch strategy. This isn’t new guidance but it’s certainly just as important in the current climate. You can’t just build a site and leave it. You need a customer acquisition strategy and ecommerce growth plan.
What is on the horizon for you as a company?
As a company, we are expanding our ecommerce growth team so that we can best support our retailers with their growth strategies. This includes the appointment of new Account Managers whose main responsibilities are to create ecommerce growth strategies for our clients.
We are also hiring more team members with retail experience. Now more than ever, retailers need a balance of agency experience and retail experience and being able to pull from this resource will be key for our clients.
Any final thoughts?
Help is out there for retailers to take advantage of. Agencies and technologies are experts and are willing to share knowledge. There is an incredible amount of uncertainty at the moment, and so it is important to gather as much advice and support as possible so that retailers are best prepared for ecommerce success.
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