Sunday, January 13, 2013

Regional Retail Online Case Study: Birdsnest

birdsnest  - Small town company - City service selling all around the world. 
A fabulous example of local business integrating online technology and social media with a bricks and mortar business is the retail store birdsnest located in Cooma, a small town of 6,664 people in southern NSW.

The story was showcased on ABC TV State To State Summer recently and seems to be the most recent story I can find on the company. In the interview with birdsnest founder Jane Cay, the company has grown to provide jobs for some 60 employees from the local area and have gone from selling 100 dresses a month in the beginning to 100 dresses per week. Imagine what that does for the local economy - and the business profitability.

 This is a fabulous example of a retailer taking that experience of shopping locally and expanding it online to welcome customers from anywhere. This is the magic that is possible for your business if your attitude is open and you are willing to make the effort that retail success in 2013 and into the future offers. 

Here is an earlier video that shows some of what's happening in the back room as orders are placed.



There are a lot of great things that birdnest are doing on the fulfillment of orders, the philosophy behind the business and the way the website work for customers to easily find items of interest they want to buy. I'll do an analysis of this in the next blog and expand on those details so watch for that one.

Meanwhile here is some points that Jane Cay made during another interview and article for Power Retail:


The company is willing to share its knowledge and experience to help other retailers deliver great service to their customers.

”We want to be part of the revolution taking place in this marketplace,” says Cay. “The Australian online retail landscape is exploding with opportunities and birdsnest has big dreams. We want to lead the customer experience for customers in this market –we are overflowing with ideas to further engage our birds and have even more flocking to the nest.”

So what can you take from this emerging star of Australia’s retail landscape?


  • Sales need not be the primary focus. Provide an excellent service and the sales will follow.
  • Rural location should not be an obstacle. The power of the internet means nationwide (or worldwide) businesses can be run from wherever you are.
  • Take note of new innovations and see if they work for you.
  • Passion will take you a long way, just be prepared to grow and learn as you go.
  • Look after your customers. They are your best (or worst) brand ambassadors.
  • People don’t like to feel like a number. Take the time to tailor your marketing approach and it will be worthwhile.
Read more: http://www.powerretail.com.au/getting-started/case-profile-birdsnest/#ixzz2Hv1zZBWA

So you see it can be done. It is being done. Will your business be participating in this exciting future for retail?

Lindy Asimus
0403 365 855

Related
birdsnest Web user test 

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