Website Design and Marketing for the Restaurant and Kitchen Supply Industry
Restaurant and kitchen supply sales have experienced impressive and consistent growth over the past decade. This includes both commercial restaurants and home kitchens.
The restaurant industry remains one of the nation’s best sectors for employment, with new establishments opening at an extraordinary rate. This is good news for retailers and manufacturers. More restaurants mean more kitchens that will need equipment and supplies, as well as front-of-house furniture.
We can help restaurant and kitchen equipment sellers increase their visibility and sales with shopping engine management, targeted advertising and custom web design.
Can you help me with B2B marketing, as well as B2C?
Absolutely. The Vertical Rail team is well-versed in managing marketing programs for kitchen supply companies that sell business-to-business as well as business-to-consumer. When working in B2B industries, the volume of traffic is often lower, making it exceptionally important to focus on offering a high-quality experience that truly satisfies the intent of your potential customers.
From the start, we use analysis to make improvements to your website, marketing, and other online properties. As we continue to gather data on how users interact with your website and the rest of your marketing, we make data-driven changes to increase conversion rates and nurture B2B leads.
What is important to online buyers in this industry?
Online buyers in the restaurant and kitchen supply industry value a number of things, including:
Customer service: Consumers in the industry appreciate customer service team members who are available are various hours. If a customer has a question about a product, they’re not going to be able to reach out during their own busy business hours.
Industry experience & knowledge: Restaurant and kitchen supply customers demand that your business know and understand the standards for restaurant kitchens and how they treat their clients.
Price & availability: Because of the high price of commercial kitchen equipment, consumers typically shop around to find the best prices, shipping rates and product availability.
What is an acceptable way to market around MAP policy?
Minimum Advertised Price (MAP) is established by the manufacturer. It’s important to follow MAP policy to ensure a positive relationship with the manufacturer. Vertical Rail has experience working with retailers and ensuring MAP compliance across all marketing efforts.
What are some of the shipping challenges for this industry?
The restaurant and kitchen industry faces many shipping challenges due to the size and weight of products. It’s important to know which of your business’ items will not ship through standard shipping. Less than truckload (LTL) or freight shipping may be required for some products, which can quickly increase the consumer’s price. However, these expensive-to-ship products are often avoided in advertising.
Shipping costs and delivery methods are very important to the buyer. We know how important it is to not only understand the shipping policies, but also to properly advertise your shipping costs to buyers to ensure the best experience.
How can buying groups affect overall profitability?
Buying groups affect overall profits with manufacturer rebates. Being a part of buying groups gives way to lower prices. We know it’s important to be able to reallocate the rebate dollars to advertising. An effective advertising strategy increases sales and profits.
What experience do we have in the industry?
Vertical Rail has extensive experience with the restaurant industry and truly understands the landscape. We have knowledge of the seasonality of product lines, product margins, and MAP policies. We’ve worked with both B2C and B2B commercial kitchen sales and understand how to effectively advertise products while following MAP pricing policy.
As a Google Premier Partner, we also have a higher level of support available for our advertising across Google. That means if one of your products has an issue, we are more connected with support teams at Google to help us resolve those issues.
How can I increase conversion rates?
Whether your conversions consist of gaining leads via a website form or selling a particular product, it’s vital to your success to improve conversion rates. While our approach may differ depending on specific client goals, here are tactics you can use to increase conversions.
Social proof: Consumers want to know what others think of your products and how your product has helped their business. The more social proof you can offer through customer reviews, testimonials, case studies or social media interactions, the more trust you’ll build – potentially leading to higher conversion rates.
Simple checkout with various payment options: The easier your checkout process, the better. Not everyone wants to create a login for your site, so allow a guest checkout option. Offering various payment options – from credit cards and e-cards to PayPal – will satisfy consumers who desire a quick checkout process.
Easy-to-use online forms: If your conversions are based on website forms, request as little information as possible from visitors. No one wants to spend time filling in various fields when all they want is to receive your company’s newsletter.
Offer perks: Build customer confidence by offering lengthy guarantees and no-cost returns on your products. This will build trust and convey confidence in your products and will generally increase conversion rates. You can also offer price-match guarantees to entice customers looking for the lowest price available.
How can I increase my kitchen supply company’s ROAS?
ROAS measures gross revenue generated for every dollar spent on advertising. This metric gauges the effectiveness of an online advertising campaign (ROAS = revenue from ad campaign / cost of ad campaign).
Better landing pages: Provide consumers with a landing page that is relevant to their search and you’re more likely to keep them on-page, decreasing bounce rate and increasing the possibility they’ll convert. It’s vital to give people the information they’re searching for.
Optimize for mobile devices: It’s an absolute must to recognize that consumers are using their mobile devices more than ever to research and make purchases online. Businesses need to create a comfortable, responsive experience for shoppers across all devices.
Reconsider your PPC bidding strategy: For ecommerce businesses with a large inventory, consider switching to automated bidding that targets a certain ROAS. The system will use historical data to adjust bids as needed.