The Evolving Role of Product Content
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The document discusses the importance of product content for multichannel retailers, emphasizing factors that influence offline shopping and key elements of online product content such as copy, imagery, and video. It highlights the benefits of video in increasing conversion rates and average order values, while advising on effective content planning and supplier relationships. Retailers in Ireland that successfully implement these strategies include McElhinneys, Harvey Norman, and Brown Thomas.
The Evolving Role of Product Content
- 1. The Evolving role of Product Content for the Multichannel Retailer Susan Brady 086 215 4915 @susanbrady77
- 7. In the offline world what factors influence when shopping? • The look • Layout and atmosphere • Experience in store • Sales person • Feel • Quality • Ease of Use
- 8. What is Online Product Content? • Copy • Imagery • Video • Attributes and filters • Merchandising
- 9. 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
- 11. 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
- 14. 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
- 18. Video • Stay under 30 Seconds • Production quality – low or high? • Video for the right product rather than all products • Online resources
- 19. Who does it well in Ireland? • McElhinneys • Harvey Norman • Brown Thomas • Littlewoods • 53 degrees north • Smyths
- 25. 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
- 26. 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
- 27. Planning your Content Development • Define style guides • In house vs outsource • Supplier imagery • Cost factor • Mobile / Responsive Solution
- 28. 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
- 29. Product Content Planning Situation Review Planning Production Supplier relationship building Go Live Measurement & Analysis