Yuppiechef’s online recipe for success leads to walk-in store

It is an age-old question: can online sales drive people to brick-and-mortar stores and vice versa? Online retailer Yuppiechef is proving that the two can definitely feed off each other.

The kitchen & homeware store really is one of the feel-good stories in South Africa. It was founded more than a decade ago by two good friends in Cape Town and they started off with just 32 products with business being conducted from the lounge of one of the co-founders.

Fast-forward to 2017 and they have more than 8,000 online products from 300 leading brands across the world, and ship to five countries in Southern Africa.

Have they reached ceiling in terms of online sales? Probably not.

But does this mean they should stick with the same platform until they reach the zenith? Definitely not.

Yuppiechef’s expansion to a brick-and-mortar store is against the grain as most companies start with a physical shop before tackling the online industry, but the move was a non-brainer for co-founder Andrew Smith.

“Some customers simply preferred the physical shopping experience — browsing, getting advice and the immediacy of the purchase,” he said in a statement. “Shops and malls are not going to disappear any time soon.”

Does this mean the balance is shifting back to old-fashioned shops? Definitely not as there is a place for both in the retail sector with Smith saying “no channel has to win or lose”.

We definitely feel the same way at Metis as we have seen through huge loads of data and research that the two go hand in hand. Shoppers are happy to do their research online and then go to the physical store to make the purchase.

You need to have an online presence and, if you don’t have an eCommerce website, you need to direct them to your brick-and-mortar location.

And it is not necessarily about going in all guns blazing when you start out online. Sometimes you need to take baby steps. See if you can engage with your customers on Social Media, do the research about their Google behaviour, get them to fill out a lead form on a Landing Page.

But it all starts with getting that digital strategy to identify areas that will work and that is where Metis comes into the picture.

Contact us via chantelle@metisonline.co.za or phone us at +27 83 233 5455 so that we can whip up a digital strategy for your business and from there the world will be your oyster.

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