Retail Observer

RETAILOBSERVER.COM MAY 2021 60 B U Y I N G G R O U P N E W S T here's certainly a growing light at the end of the proverbial tunnel as it relates to the ongoing pandemic. But that doesn't mean retailers are easing off the gas pedal when it comes to their hunger for knowledge and commitment to growing their businesses. Nationwide Marketing Group members proved as much with their recent participation in Virtual PrimeTime, held March 16-18. Centered around the theme of "Better. Faster. Stronger.," the event provided independent retailers with the opportunity to engage with more education, better buying opportunities and plenty of meaningful networking events. "This isn't the time to go dark," Nationwide Chief Member Advocate Tom Hickman told members during the State of Nationwide address. "This is the time to make sure your website is the best and most engaging in your market. This is the time to make sure your brand is competing for awareness and a place in the consumer's conscience. What you invest today isn't just about driving traffic this weekend. Today's investment pays off weeks and months down the road – or even a year from now." Attendees took that advice and responded en masse. During the three-day all-digital event, more than 2,500 attendees logged into the Virtual PrimeTime platform, including more than 1,400 representatives from over 1,100 member companies. Virtual PrimeTime featured more than 100 free-to-attend Nationwide Learning Academy sessions and keynote presentations, into which retailers invested thousands of hours over the course of the show. In total, members attended more than 34,000 sessions, an increase of 112% from the record-setting engagement levels seen during the October Virtual PrimeTime show. On average, attendees viewed 110 minutes of education and attended roughly 12.5 sessions each during the show. The second edition of Nationwide's all-digital show kicked off as economic momentum continued to build throughout the country. Home improvement and renovation projects are at an all-time high, and single- family housing starts are expected to pass 1.1 million for the first time in more than a decade. In addition, another round of U.S. government stimulus has been deposited in people's bank accounts. In order for retailers to capitalize on these opportunities, though, they need to be ready to meet their customers where they almost always start their shopping journey: online. And that's exactly where Nationwide Marketing Group placed the emphasis during Virtual PrimeTime, on giving members all the tools and education they need to improve their digital game. "Nationwide members who embraced digital before or early in the pandemic saw unprecedented growth in 2020," Hickman explained. "And members who partnered with Retailer Web Services (RWS) and Site on Time saw, on average, 27% higher sales than retailers on other platforms. That's simple, transparent data. We've invested heavily in digital over the past few years, and it's inarguable that, for those who are taking advantage, it's paying off." Further, WebFronts users who utilize always-on digital advertising experienced year-over-year sell-in performance growth that was three times higher than retailers who didn't. And Nationwide's Smart Shopping digital marketing campaigns helped dealers achieve 300% higher conversion rates than traditional shopping campaigns. During the show, Google shared the latest digital shopping trends they're following and what they mean for retailers in the months ahead. Site on Time and RWS led a session on the accelerated adaptation of all things digital, which offered easy ways for retailers to capitalize on this new technology. And Nationwide's PriMetrix suite of tools was put on display, including the revolutionary Assortment Rationalization Tool and market reports. "Retailers must have an e-commerce-enabled website that delivers," added Jennifer Danko, vice president of technology for Nationwide Marketing Group's Site on Time. "E-commerce sales are expected to grow to over $834 billion in 2021. With more shoppers looking to buy large-ticket items for their homes online, ensuring that a dealer's website can provide a streamlined and pleasant shopping experience is crucial to winning their share of this growing revenue stream." Attention now turns to August when PrimeTime aims to return to an in-person format in Nashville. "Virtual PrimeTime has enabled us to remain connected with our members during the pandemic and offer them the best possible education, networking and buying opportunities while staying socially distanced," said Nationwide's Vice President of Member Experience Melissa Stenson. "That said, while PrimeTime will continue to have some virtual aspect moving forward, we can't wait to meet with our members again in person, and are eagerly looking forward to our next PrimeTime show in Nashville in August." The 59th edition of Nationwide's bi-annual show is scheduled for August 15-18, 2021, at the Gaylord Opryland Resort & Convention Center in the Music City. RO DIGITAL EXPERIENCE AND EDUCATION TAKES CENTER STAGE at record-breaking second virtual PrimeTime

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