Building brand loyalty and driving sales with the right content for Your market. Webcollage. Marco...
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Transcript of Building brand loyalty and driving sales with the right content for Your market. Webcollage. Marco...
MARCO SAWREYDirector, International Retail Development at Webcollage
Building brand loyalty and driving sales with the right content for your market. What shoppers are looking for and how to measure the effectiveness of your content and messaging.
Be everywhere your
consumers are
What Areas of the Web Are Most Influential to Retail Sales?
Consumers trust manufacturer
content more than any source.
Manufacturer and retailer sites are the top media
destination for finding product content.
Content Marketing—Top Trend for 2015
... content marketing is more than just
creating content to drive traffic to site –
it’s about how to connect with customers
at the right place with the right content.
As customers become more empowered
in deciding which content to share,
online retailers need to make sure that
their content is catered towards the
interests of their target audience.
— Dave Chaffey, Smart Insights 2015
Online Research Drives Commerce
And, of course that means mobile too
88%
73%
80%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online Research Before Buying Electronics,Computers, Books, Music and Movies
Online Research When Buying Clothing,Footwear, Toys and Health and Beauty
US Global
“Consumers are ‘preshopping’ across more categories on digital devices, including phones and tablets -- the availability of more information at shoppers’ fingertips even when they are on the go is a significant driver of the growth in cross-channel shopping”
U.S. Cross-Channel Retail Sales Forecast
Forrester Research
Managing Web Content for Online Research is a Challenge
• Each retailer has a unique process for acquiring and implementing content – resources are overwhelmed
• Synchronizing product launches and sunsets across online retail is a nightmare
• Updates are close to impossible
• Retailer resources are overwhelmed
• Analytics impossible
Channel Web Team
Channel ITChannel Sales
Manager
MFG IT
Brand Manager
Corporate Communications
Channel Merchandising
Manager
Agency
CD
CD
CD
Phone
Phone
PhonePhone
FTP
FTP
FTP
Retailer Basic Content
Online Research• Deep, rich product content responds to the
requirements of those looking to buy
• Rich, engaging product detail content increases
conversions by an average of 12.8%*
“The winners will be those capable
of delivering experiences that are
consistent across channels with
recognizable and comforting
similarities, and are also consistently
impressive and up-to-date.”Reshaping the Retail Experience, PwC 2015
*2015 CoolaData Analysis
Conversions increases range from 6.2% – 36.6% in analysis conducted across pre/post conversion
metrics January – June 2015 across Webcollage
Network across all verticals
Rich Incremental Content
CONTENT
PUBLISHERContent Publisher enables you to upload existing
assets – product videos, image, supporting documents
and in-depth descriptions – and build beautiful and
engaging interactive product detail pages to be syndicated
globally in near real-time
Interactive Tour
Video
Rich Features
What TYPES of Content to deliver?
The product story on the whole is impactful. Content is dynamic
and messaging changes as market conditions change
Content Publishing control
• Retailer product catalog integration
• Near real-time publishing and updating
• Consistent messaging and branding by creating
once and distributing broadly
COMPARISON CHARTS
IMAGES
VIDEOS
INLINE FEATURES
360 ROTATIONS
INTERACTIVE TOURS
Content Management
One place to manage your content for
the channel
CONTENT
PUBLISHERContent Publisher enables you to upload existing
assets – product videos, image, supporting documents
and in-depth descriptions – and build beautiful and
engaging interactive product detail pages to be syndicated
globally in near real-time
Interactive Tour
Video
Rich Features
Visibility into Shopper Behavior Across the Channel
“What asset types are
the most popular?”
“To what extent do people
see my content with our
retailer network?”
“What online traffic
do we see?”
“How many unique
views did we get?”
“How helpful is the
content to shoppers?”
A/B Test: Big Box Retailer
Base Product Page
With Rich Media Only
With Inline Features Only
With Full Enhanced Content
INLINE FEATURES
360 ROTATIONS
INTERACTIVE TOURS
VIDEOS
+~2%
+~6%
+~5%
A/B Test—Low Ticket Items (<$16)
BaseCart
Additions
BaseCart
Additions
+1.5%
Increase
No Content With Content
Content drives a purchase
decision for more shoppers.
BaseOrders
Increase in Orders
BaseOrders
+4.89%
No Content With Content
An 8.5% reduction in
abandonment rate
results in an increase in
number of orders.
Base# Units
Increase in # Units
Base# Units
+20.82%
No Content With Content
A 15.19% increase in number of items per order
results in an increase in units sold and overall sales.
Base Sales $
Base Sales $
Increase in Sales $
+19.47%
No Content With Content
Measuring Engagement - What is the data telling you?
• Content Delivery• How many views is the content receiving in the
channel? (overall, by retailer, by product)
• Where is the content live?
• Visual reports and raw data
• Content Engagement• What content are shoppers engaging with?
(overall, by retailer, by product)
• Visual reports and raw data
What conclusions can we draw from the data?
17
Video completion is important
High content engagement leads
to higher satisfaction and
higher conversion
Enhanced content positively impacts sales and
customer satisfaction
All analyzed content types
delivered positive trends
Content Publisher User Profiles
Brand Employees- Content creators, interns- Easy to use/learn SaaS
Marketing Managers- Control brand messaging- Analyze data insights
Agencies- Manage on behalf of brands- Brands have final approval
The Industry Standard
Real-Time Content Publishingand all that goes with it
We Defined the Category
And We Still Do
Grow Your Market
THANK YOU!for your attention
