How an independent shoe boutique delivers well-heeled social media to drive sales

Know what works

The Keith Scarrott shoes boutique is one of Maybe*s social media heroes. The business truly knows the value of engaging as well as focusing its content creation on what truly works for its audience. It may sound simple, but it's social media gold which often equates to a bonza bottom line. 

Over the first two weeks of lockdown, the business ceased posting its own content and instead spent its social media efforts on engaging with the local community.

It actively started posting again at the beginning of April, but instead of trying to just sell shoes through its social channels, the business focused on creating fun activities for the kids of their shoe-buying customer base. This included shoe designing contests alongside the launch of a new trainer at a lower price point for stressed mums looking to self treat.

The result? Keith Scarrott's organic engagement in light purple delivered as much as its paid content shown in light blue. Now, that's impressive!

The Maybe* See What Works report for Keith Scarrott shoes showing the social media content posted by the business and the engagement with it

Know how much customers talk about you

During lockdown Keith Scarrott focused on engaging with its customers and the local conversation. The brand supported schools, other local businesses and shared updates from the local BID and council.

As a result the business increased its reach and more customers were talking about the business during lockdown. This opened them up to a whole new customer base.

The Maybe* See What Works report for Keith Scarrott shoes showing the social media content posted about the business

How do your customers feel?

Keith Scarrott spent the lockdown months following the example of many businesses and paused all social media activity and advertising and focused only on engaging with the community. As the initial sensitivities to selling in the midst of a global crisis began to ease, the business made the decision to test advertising. But it wanted a proof point.

Keith Scarrott used the What’s Being Said report within Maybe*s social media tools set, to see how its sentiment was faring. The effort put into engaging rather than proactively posting had positioned the business well. So from mid April, on seeing customers were receptive to messaging, the business decided to start advertising and actively selling again. Not only was there no negative impact on its brand reputation but Keith Scarrott went on to double their sales month-on-month and year-on-year in April.

The Maybe* What’s being said report for the conversation about Keith Scarrott