I collaborate with product, brand and packaging teams to design impactful displays and the presentation of new ranges in store. A customer may want inspiration, technical advice or a simple, speedy purchase. My merchandising helps to meet customer needs while taking space, stock, equipment, and logistics.
I’m also an apprentice!
What am I studying?
I’m studying digital marketing. Digital marketing immediately caught my attention because it’s all about storytelling and connecting with customers. There are lots of similarities between this and my current role. In both, you need to design an environment around the customer, helping them navigate our stores and ranges. The big difference is data. A digital marketer has access to an enormous amount of data, gathered constantly from users all over the country, through the website and social media channels. It is impossible for a merchandiser to collect the same information in-store!
The apprenticeship has introduced me to tools and platforms that show me exactly how customers behave online. It’s fascinating! It is possible to track individual customer journeys through the website - step by step - what is clicked, and what is not.
It’s a very comprehensive course, stretching both my creative and analytical skills. The modules include:
- Social media marketing
- Fundamental Marketing principles
- Advanced Google Analytics
- Basic HMTL, CSS and Javascript coding and compatibility
- Content creation
- Search Engine Optimisation (SEO)
- Paid search advertising (PPC)
- How the internet works!
As you can see, it’s broad! You can choose which areas to specialise in, tailoring your projects to your interests. My favourite topics are data visualisation, search engine optimisation (SEO) and augmented relaity (AR).
I’ve learnt new techniques for efficient data processing and presentation which I plan to share with my visual merchandising colleagues. Additionally, keyword research, part of the SEO process, can provide insight into customer’s thoughts at the start of their shopping journey. It’s a useful exercise when starting a new project.
How much time does it take up?
Apprenticeships at Kingfisher are completed during your contracted hours, not in your own time. 20% of your work week should be dedicated to your studies. My preference is to spend every Wednesday on digital marketing; sometimes my workload means breaking it up into smaller chunks (1-2 hours) every day.
How do you fit your studies in alongside current role?
Though I always look forward to spending time on my apprenticeship, it can be tricky to manage both my studies and my visual merchandising responsibilities. I’ve learnt to work more efficiently, in addition to all the knowledge I’ve gained.
Initially, it was a challenge to gain practical digital marketing experience, which is essential to passing the apprenticeship. My search for this experience pushed me to reach out and make new connections in Kingfisher and B&Q. The response has been incredible!
A tentative email to Fiona Raine, Digital Communications Manager, asking to meet for a virtual coffee, led to the opportunity to write this blog piece!
Christopher Bishop, Head of Performance Marketing, SEO and Analytics, introduced me to digital marketing specialists in B&Q. As result of this, I recently joined the Analytics team to complete a campaign post-implementation review (PIR).
The support and encouragement from my existing and new connections has been amazing and really boosted my confidence.
How can an apprenticeship impact your career?
This apprenticeship has helped prepare me for my dream job. I’d love to design the complete customer experience: from digital to store and everything in between! It’s a relatively new field and I hope to bring this to Kingfisher.
I’ve learnt how the evolution of mobile, apps and technology has permanently changed shopping behaviour and the role of physical shops. Digital elements may soon be integrated through visual merchandising and through this apprenticeship, I’ve kept my skills and knowledge up to date.
How did I hear about apprenticeships?
An apprenticeship was first recommended to me years ago. Why didn’t I apply for one sooner? Though I didn’t act on this great advice at the time, it at least prompted me to join B&Q’s Apprenticeship festival in October 2020. I applied the following week! During Apprenticeship Week, if you spot an event that interests you, sign up!
Just 5 months left…
The apprenticeship has been exciting, challenging and rewarding. It isn’t easy, but it's a brilliant opportunity. While in the same role, working in the same organisation, I’ve kept growing, which I am grateful for.
I’ve got five months left - wish me luck!
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