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Keith Scarrott steps it up: an insight-led approach to launching products in a crisis

If you’re a retailer looking for inspiration on how to successfully launch a new product collection during a crisis, then look no further than Gloucestershire-based Keith Scarrott Shoes.

Lockdown love

Along with many others, the Cheltenham retailer found themselves forced to cease trading at the start of lockdown, and immediately closed their store while they regrouped and devised a plan.

The brand has been using the Maybe* platform since 2018, however, during lockdown CEO Sophie Scarrott really delved into her social media insights; listening to and engaging with her customer base. Because of this connection with their customers, Keith Scarrott not only successfully navigated the lockdown period, but made a staggering profit. In April, they launched a new collection exclusively online, to great success.

 

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Keith Scarrott launch KS Boutique on Instagram

"The Maybe* platform has been a real game-changer for our online proposition. We use it to understand who our audience is and what products will be of greatest interest to them".

 

- Sophie Scarrott, CEO, Keith Scarrott Shoes

Creating new content during COVID

When it came to launching their Autumn/Winter collection, Keith Scarrott did it again. Their new collection, created during lockdown, boasts a beautiful lookbook shot using members of the team as both models and photographer. Styled by Sophie; the whole shoot was conducted in an entirely COVID-compliant environment. And what a team effort it was; with the photographer working full time in store and the models working part time as shop assistants. 

The brand's approach to using insights and outside the box thinking to ensure business stays on track during the pandemic is not only evident in sales, but also in publicity. Gloucestershire magazine Punchline recently profiled the efforts of Keith Scarrott.

Punchline coverage

Keith Scarrott Autumn/Winter 2020 Campaign

Key takeaway

Lockdown was understandably a source of huge upheaval for people around the globe. Where some businesses succeeded though, was in the ability to adapt and change their approach in order to keep themselves going. Using insights from the Maybe* platform, Keith Scarrott opted to focus their energies online, and this is where they flourished and continue to do so. 

Maybe* is a social media engagement platform that provides easy to use tools for you to engage with customers, and insights so that you can make social media work for your business.