In spite of the pandemic, three Irish businesses are expertly using their digital platforms to build their brand and connect with customers from a distance.
The last year has of course proven challenging for Irish businesses. In light of seemingly endless lockdowns, many shops, cafes and restaurants have shut their doors in hopes of containing the virus. On the other hand, a handful of Irish businesses have used this time to enhance the digital aspects of their business in an effort to connect with customers and grow their company. Expert SEO implementation together with social media and AI, have helped these three Irish businesses to improve their digital capabilities.
Gym + Coffee:
A Formula for Digital Success
Firstly, this athleisure brand from Cork has understood the importance of growing in the digital space since their founding in 2016. For example, the success of their e-commerce business is a testament to their thoroughly developed SEO. Consequently, they are placed as the highest organic search result when the words ‘gym’ and ‘coffee’ are searched through Google. In fact, the top Google Search for Irish customers in 2020 changed from fitness to coffee.
The brand has always been community-oriented and as the pandemic reduced their usual community events, they focused on building a digital relationship with their customers. Additionally, through a strong social media presence on platforms such as Instagram and TikTok, the latter of which is becoming one of the most influential digital marketing platforms, they have sought the help of prominent Irish TikTok stars to promote the brand and grow their audience.
“His success in business, his skills and experience will be invaluable to DBI as it begins the next stage in its evolution as a leading representative body for digital businesses in Ireland,”
Secretary General of Digital Business Ireland, Lorraine Higgins, on the appointment of Niall Horgan as Chairman of Digital Business Ireland.
Digital Business Ireland recently appointed the company’s founder Niall Horgan as Chairman. His wealth of experience at companies such as Twitter and Slack, not to mention his own brand’s success in the digital sphere, makes him the perfect candidate for the head role at the country’s leading online, e-commerce and digital representative body.
Spotlight Oral Care:
Going to Extra Smile
Similarly, the Galway-based dental care company has also seen their digital presence go from strength to strength. Founded by sisters Lisa and Vanessa Creaven, the company has seen online sales grow to €1m since the beginning of the pandemic. They have also utilised influencer marketing through partnerships with Irish celebrities, namely Rozanna Purcell and Vogue Williams. TikTok is an equally important digital channel for the brand, with videos even reaching 3.3 million views.
Furthermore, the company was awarded Website of the Year at the 2020 Digital Awards. On the whole, it will be interesting to see how the use of their digital platforms complement their expansion into the US market.
Buymie:
Door to Door Digital
Finally, few companies can claim that to have benefitted from the pandemic as much as Buymie. The app uses AI-driven technology to facilitate the delivery of groceries right to the door of users. Indeed, AI has truly become a key tool in the digitalization of supply chains, and it forms a central part of Buymie’s business. In addition, shop queues, self-isolation as well as an increasing acceptance of online shopping have contributed to their growth during the pandemic.
In summary, this Irish company is a prime example of how pioneering the digital landscape can sometimes help a business to thrive, even in uncertain times.
In conclusion, the business landscape is proving to be more and more unpredictable as it develops. However, these three Irish companies are ensuring they stay ahead of the curve when it comes to digital developments that will help their business grow into the future. Therefore, it is important that other Irish companies look to these three examples as models for digital success.
References:
Clement, F., 2019. 300% growth in Q1 of this year – Interview with Devan Hughes, founder and CEO of the grocery delivery platform Buymie. [online] EU-Startups. Available at: <https://www.eu-startups.com/2020/07/300-growth-in-q1-of-this-year-interview-with-devan-hughes-founder-and-ceo-of-the-grocery-delivery-platform-buymie/> [Accessed 19 April 2021].
Digigrow, 2021. Gym Plus Coffee Case Study | Digigro. [online] Digigrow.ie. Available at: <https://digigrow.ie/cases/gympluscoffee> [Accessed 19 April 2021].
Digital Business Ireland. 2021. Gym+Coffee’s Niall Horgan appointed Chair of Digital Business Ireland – Digital Business Ireland. [online] Available at: <https://www.digitalbusinessireland.ie/gymcoffees-niall-horgan-appointed-chair-of-digital-business-ireland/> [Accessed 19 April 2021].
Kennedy, J., 2016. Start-up of the week: Buymie. [online] Silicon Republic. Available at: <https://www.siliconrepublic.com/start-ups/buymie-start-up-of-the-week> [Accessed 19 April 2021].
O’Brien, C., 2021. Pandemic turns Irish customers’ attention from fitness to coffee, data shows. [online] The Irish Times. Available at: <https://www.irishtimes.com/business/technology/pandemic-turns-irish-customers-attention-from-fitness-to-coffee-data-shows-1.4505659?mode=sample&auth-failed=1&pw-origin=https%3A%2F%2Fwww.irishtimes.com%2Fbusiness%2Ftechnology%2Fpandemic-turns-irish-customers-attention-from-fitness-to-coffee-data-shows-1.4505659> [Accessed 19 April 2021].
ThinkBusiness.ie, 2020. Going for Growth: Vanessa Creaven, Spotlight Oral Care | Think Business. [online] Think Business. Available at: <https://www.thinkbusiness.ie/articles/going-for-growth-vanessa-creaven-spotlight-oral-care/> [Accessed 19 April 2021].
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