Leaders Perception Magazine is currently running an interview series called – Leadership in Times of Crisis
Today, we had the opportunity to interview Levon Hall who is a Digital Marketing Directorat Bed Kingdom.
“Unlocking the Potential of E-Commerce: An Interview with Levon Hall, Digital Marketing Director of Bed Kingdom”
Levon Hall, Digital Marketing Director of Bed Kingdom, has an inspiring story of transitioning from a career in roofing to a career in e-commerce and marketing. After joining Bed Kingdom just after the Covid boom, Levon has been instrumental in helping the business scale to success. In this interview, Levon shares his story, the initial challenges he faced, and the pivotal moment and strategy that played a significant role in scaling Bed Kingdom’s e-commerce business.
Interviewee Name: Levon Hall
Company: Bed Kingdom
Levon Hall’s favourite quote: “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” – Abraham Lincoln
Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?
Levon Hall : My story is different from most in the e-commerce and marketing world in that I have never been particularly technically savvy. After completing an Art Diploma at college, I then followed in my Father’s footsteps and became an industrial roofer for three years. After doing this for a while, I felt like there was no more progression in roofing, so I decided it was time for a new challenge. I joined a local online retailer business in West Yorkshire as a marketing apprentice and realised that I loved working in marketing. From there, I moved up to become Marketing Manager, and I’m now responsible for the entire marketing remit, helping steer the fast growth of Bed Kingdom in the right direction.
What inspired you to start your e-commerce venture, and what were the initial challenges you faced?
Levon Hall : I needed a career with limitless potential as I’m a naturally ambitious person and never satisfied. My initial challenge was starting a completely new career. My previous career was in a trade, which is very physically demanding and hands-on. Working in e-commerce is hands-on but in a different way. I had to learn everything from scratch and show a lot of initiative in order to succeed in my role and progress. I had always envisioned myself doing something creative, and I felt that e-commerce and marketing would give me that creative outlet to do something I enjoy and express myself.
Can you share a pivotal moment or strategy that played a significant role in scaling your e-commerce business to success?
Levon Hall : It’s difficult to pinpoint an exact moment. I joined Bed Kingdom just after the Covid boom that many online retailers experienced during the pandemic, so the goal and most pivotal moment for me was to keep up that momentum that many e-commerce retailers saw drop off after the pandemic. Our wider business strategy since then has been to expand our product range to new areas of bedroom and household furniture, so this has meant designing lots of new products and marketing them in an effective way. People will always catch up and replicate your products, so we need to be constantly innovating, which is why we have been successful.
Specifically looking at our e-commerce strategy and what’s had the most significant impact in scaling the business, it’s working to improve our customer experience online continuously. We do this using third-party tools, which has created huge growth opportunities. One piece of software in particular is Hotjar, which can be integrated into Google Analytics and gives us a clear view of how customers are interacting with our website. We use both the recordings and site heatmaps features so we can watch a recording of our customer’s journey on-site and see where they encounter issues. From there, we can identify whether the issue they are experiencing is a recurring pattern for multiple customers and then prioritise fixing that immediately.
Being solely an e-commerce business, it’s important for us to be able to improve our digital storefront continuously and make sure that using our site is as simple and intuitive as possible for new and returning customers. Using tools like Hotjar has helped our online sales grow by 76.06 per cent during the past three years, and we’ve doubled our site conversion rate since using the tool. Lastly, our customers are able to find the products they need much quicker, with a more seamless experience on our website.
Leaders Perception would like to thank Levon Hall and Bed Kingdom for the time dedicated to completing this interview and sharing their valuable insights with our readers!
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