How Great Content Drives Business Growth

Nicola Murphy, CEO, River

Content must act upon and within the customer journey

OUR APPROACH

Holland & Barrett

A Case Study

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WHO ARE NBTY EUROPE?

Holland & Barrett is Europe's leading retailer of

Vitamins, Minerals and Herbal Supplements. A familiar

sight in almost every major city and town across the

United Kingdom and Ireland, where they operate over

750 outlets.

Sports Nutrition high street retailer with 57

stores across the UK

Health & wellness retailer in

the Netherlands

Health & wellness retailer in

Belgium

A 20 year relationship

Holland & Barrett Magazine

Healthy magazine in 1999

Healthy For Men in 2006,

Growing into a body of work that encompasses magazines, brochures, digital

content and social media activity for NBTY Europe’s retail brands Holland &

Barrett, GNC, Nature’s Way and De Tuinen.

In 2013, River commenced delivery of the Holland & Barrett Content Strategy –

producing online, email and social media content to support their omni-channel

development.

RIVER AND NBTY EUROPE

11 DK

The UK’s top-selling

health and wellbeing

magazine

12 DK

The health and wellness market has

seen steady growth in the UK over

the past decade and increasing

competition, particularly from

internet-only retailers, who are

able to compete strongly on price.

NBTY Europe briefed River to

develop content that would build

upon their expertise in the health

and wellness sector, drive customer

engagement and support sales

targets.

WHY NBTY EUROPE TURNED TO CONTENT

The market challenge

EFFECTIVE CONTENT STRATEGY

Trigger

Exploring

Selecting

Buying Using

Experiencing

Returning So we deliver the right content

• At the right time

• On the right platform

• To be monetized and measured

• Relevant to your brands

Follows the customer journey

Trigger

Feelings

Content role

Exploring Selecting Buying Using Experiencing Returning

Uncertainty/

Worry Questioning/

enquiring Decisiveness Anticipation Anticipation Happy/Sad Confident

Educate/

Inspire Educate/

Reassure

Reassure

Reassure

Support/

engage

Reward/

Cross-sell

Reward/

Cross-sell

EFFECTIVE CONTENT STRATEGY

Pays attention to its role

CONTENT STRATEGY

1. Increasing brand visibility at the point of need – use content assets across

multiple platforms and within multiple contexts

2. Using symbiotic content streams to create content as a clear consumer

benefit and USP

3. Use existing and new content to add value to customers – driving average

transaction value (ATV) and lifetime transaction volume (LTV)

1. To increase exposure to the NBTY Europe brands beyond the stores

2. To grow consumer engagement with content delivered by the NBTY Europe

brands

3. To develop content that has a positive impact upon footfall and sales –

driving click-to-purchase (CTP) rates and average transaction values (ATV)

4. Staff commission

5. Deliver a contribution

THEIR BUSINESS OBJECTIVES

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Use existing and new content to add value to customers

driving average transaction values (ATV) and lifetime transaction values (LTV)

THE APPROACH

Increased and meaningful exposure

Increasing brand visibility at the

point of need

Using symbiotic and established

content streams

COPE: Create. Once. Publish. Everywhere

Healthy Facebook pages

Five essential ways to take care of your bones @healthy mag

Emails

Native apps

‘How to’ videos

Bookazines

In-store– leaflets, POS

Website DM Catalogues

NBTY CONTENT

Our approach

Increasing brand visibility at the point of need

Leverage symbiotic and established content

streams

Creating new content to add value to existing

customers

In the UK, we developed content for Holland & Barrett to support the

seasonal campaign ‘The Good Life MOT’ to engage customers and drive them

in-store to conduct a health check/MOT

Editorial was developed around 10 specific ailments/health related issues to

address the specific concerns of customers, with specific attention to the

time of year and seasonal impact.

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HOLLAND & BARRETT CONTENT

• On-going content delivery programme • Initially launched in Jan 2014 in conjunction with an ATL campaign – ‘The Good Life MOT’

• Delivering a suite of content options that are known to drive engagement, ATV and CTO

• Deliverables across web, email and social media • Initially focussed on ailment coverage

• Developed to cover life stage, age and environmental factors

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CONTENT DEVELOPED TO COMPLIMENT E-COMMERCE

• Creating more content to build engagement and increase dwell times • Short form content

• Quizzes – to drive interaction

• Video – to increase engagement and dwell times

5 reasons…. 3 ways with…. Quiz Social Media & Email

Video

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THE VALUE OF CONTENT

Increased Product Sales • During the campaign period – and forecast annual growth

• Higher CTO from content pages – 36% higher when from content pages

Higher Basket Spend • 445% higher for omni-channel shoppers

Increased Spend • 9% net positive migration across the value segments

• Higher AOV from content page visitors – 14% higher from content pages

Increased Loyalty Participation • 30k new RFL sign-ups in campaign period

Increased Brand Reach • Increase of 5k social media followers; total campaign reach of 12.3m

RESULTS

Content delivers a boost to the bottom line

25% increase in cross

category shopping

50% increase in sales

of specific product lines –

ailment specific SKUS

increased from usual 6% to

9% during the campaign period (January).

30,000 new sign-ups to

the RFL loyalty programme

from the specific MOT forms

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£2.9m increase in

customer spend year on year

445% higher basket size

for omni-channel shoppers

Lysa Hardy, CMO NBTY Europe

“The content that River has developed for us has

performed way beyond expectations.

There has been a measurable increase in both

unit sales, basket size and engagement levels as

a result.

It just goes to prove that providing quality,

useful and valuable content at the right point in

the customer journey really resonates with

consumers.”