The Evolving role of Product Content for the Multichannel Retailer

Susan Brady086 215 4915

@susanbrady77

In the offline world what factors influence when shopping?

• The look• Layout and atmosphere• Experience in store• Sales person• Feel• Quality• Ease of Use

What is Online Product Content?

• Copy• Imagery • Video• Attributes and filters• Merchandising

Copy

• Develop inhouse style to keep tone of voice consistent

• Mirror this style in all communication and across all media

• Ensure the copy fully describes your product without using overly technical language

• Talk about benefits and features rather than spec.• Stay concise and on point

Imagery

• Shoot all angles• Offer 360degree views• Use a zoom feature• Shoot the product in use as well as cut out• Display awards in image gallery

Why Video?• Conversion is higher with video

– Conversion at up to 9% where +75% of products with video • AOV is higher

– +75% of products with video – AOV $300– 0-25% of products with video – AOV $177

• Types of video– Instructional/demo – appliances and beauty– Catwalk - fashion– Installation – Self assembly

• Leapfrog the competition• Feature on youtube with Link thrus as well as within your online store

Source: http://marketingland.com/retailers-using-product-videos-report-much-higher-aov-conversion-rates-113436

http://www.charlottetilbury.com/ie/matte-revolution-red-carpet-red.html

https://www.net-a-porter.com/ie/en/product/352911/nars/the-multiple---g-spot

Video

• Stay under 30 Seconds• Production quality – low or high?• Video for the right product rather than all

products• Online resources

Who does it well in Ireland?

• McElhinneys• Harvey Norman• Brown Thomas• Littlewoods• 53 degrees north• Smyths

Where to start?

• No ‘one size fits all’ approach• Look at your current content offering and

review• Conduct competitor analysis• What are the winners doing

Research

• Work to change and take the best from industry

• Decide on – Key Priorities – Budget– Resources

• Your product type and value may determine the level of content you develop

Planning your Content Development

• Define style guides• In house vs outsource• Supplier imagery• Cost factor• Mobile / Responsive Solution

Leading the Content Conversation

• Building your relationship with your suppliers/brands to get them on the same page as you

• Make supplier and brands your cheerleaders • Become their best retail outlet with your

forward thinking • Feedback analytics to keep up momentum

Product Content PlanningSituation Review

Planning

Production

Supplier relationship

building

Go Live

Measurement

& Analysis

Thank you

Susan Bradyhttps://ie.linkedin.com/in/susan-brady-23b4b57 @susanbrady77

086 215 4915