British Heart Foundation hires Yext for online retail promotion

The digital agency has been brought in to help raise the profile of the charity’s homeware stores online and improve links with local communities.

Joe Lepper | 1st Oct 18

The British Heart Foundation has drafted in technology agency Yext to manage all online data for its UK Furniture and Electrical stores.

The agency’s brief is to boost the online profile of the charity’s 185 homeware stores so that there is a consistency of information in areas such as payment type, opening and closing times and shop description.

Other information around disability access will also be better promoted.

The agency will use its Knowledge Engine, which will act as a single source of information about the shops, which can be synced with details around maps, apps, search engines and GPS systems.

Each store will also gain their own Facebook page, which can be controlled by local workers and volunteers to help them better interact with their communities. Reviews will be actively engaged with as well.

Boosting discovery through Siri and Alexa

Yext is also helping the charity to be more easily discovered through voice activated online services such as Alexa, Google Assistant and Siri.

“We are a national charity, but we service the local community through our furniture and electrical stores,” said Frankie Dewar, Senior Digital Marketing Executive at British Heart Foundation.

“The Yext Knowledge Engine enables us to drive store discoverability and make sure that information about each local store is accurate and up to-date, wherever someone is searching.

“The technology also enables us to easily join, learn, and listen to local conversations across the digital landscape, so we can deliver the community a service they need.”

Jon Buss, Managing Director of UK and Northern Europe at Yext, added: “The British Heart Foundation provides an incredible service to communities throughout Britain.  We are thrilled to work with the charity to ensure that the public information available about each of their stores is accurate and up to date, so everyone can find and benefit from their services.

“With the Yext Knowledge Engine, the British Heart Foundation has seized the opportunity to increase visibility of each store, drive footfall and revenue, and improve the customer experience.”