Fluval Turns To Facebook To Drive Footfall In Stores

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Fluval turns to Facebook to drive footfall in stores
11th October 2017

By Sandra Pearce

Aquatics brand Fluval is harnessing the power of the internet to drive consumers to their local independent aquatic retailers using ‘bespoke geo-targeted Facebook campaigns’.

According to Alexa Internet Competitive Intelligence – a provider of commercial web traffic data and analytics – fluvalaquatics.com is now the most popular aquatic brand site in the UK, outranking its competitors and beating household name brand sites such as heinz.co.uk. At the time of writing, fluvalaquatics.com was ranked in 22,551st position in the UK, ahead of brands such as Heinz.co.uk (59,155), kelloggs.co.uk (35,606) and Whirlpool (23,293).

The Fluval YouTube channel has almost 30,000 subscribers and more than 7.2m views.

Paul Trott, UK marketing manager at Rolf C Hagen, said: “This phenomenal performance has been achieved through constant attention to new content and consumer brand building through social media and YouTube for the last five-plus years.

“This massive digital reach is essential for our brand recognition and we are now utilising it to drive consumers to their local aquatic stores by using tools such as bespoke geo-targeted Facebook campaigns to advertise our products and inform consumers that they are available from the fish store down the road.

REVOLUTION

“The way consumers interact with their favourite brands has undergone a revolution in recent years and if we don’t keep up we run the risk if becoming irrelevant. We strongly feel that this is the only way we will protect the vital independent pet trade, both today and long into the future.”

He added: “We understand that without the independent aquatic and reptile bricks-and-mortar business, the hobbies would die a quick death, so it’s in our best interests to support our stores.

“Online retail is important of course and cannot be ignored, but almost uniquely the aquatic and reptile business relies on bricks-and-mortar retailers to survive. Our current overriding strategy is to remain relevant and up-to-date with the new ways in which consumers access and digest news and information, whilst using that reach to support our retail customers.”