The role of content in ecommerce requires considerable thought. For online retailers, the challenge is finding the right balance between encouraging shoppers to consume content and/or selling. | Read More
Christmas is now right round the corner. “But only last week it was summer!” I hear you say! - well it’s time to get a move on with your Christmas campaigns….
But when is the right time to start? It’s certainly not a Christmas Eve job. Here, I will walk you through the when’s and why’s of creating a successful Christmas campaign just at the right time. | Read More
A well put-together product page can be as important as a website’s homepage, but is often overlooked by marketers. Product pages act as a substitute for a tangible object or a helpful store assistant - and have the power to make a sale, or lose a customer. | Read More
Since 2010 video content used by retail brands has increased dramatically. Shoppers who viewed product videos are 85% more likely to buy than their counterparts [Internet Retailer], and retail site visitors who view video content stay on average two minutes longer on site. They are also 64% more likely to purchase than other site visitors. | Read More
Today many brands are beginning to adopt a publishing mindset. This comes as businesses begin to reduce their reliance on advertising and invest more in content marketing which is less disruptive, more engaging and can improve relationships with shoppers.
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In the ‘Discover’ phase of the customer journey, people are learning what they like about a brand, product or service. We look at how retail brands can use UGC at this critical point, to help potential customers move closer towards making a purchase. | Read More
Many brands are now trying to differentiate themselves with a ‘purpose’ in order to stand out from the crowd. We look at how such a brand purpose can influence not just a company's actions and communications, but also content creation. | Read More
What is digital merchandising? Well, it can be a bit more tricky to define than in-store merchandising which includes window displays and POS. Online, there seems to be a substantial overlap between content and digital merchandising. Where does one begin and the other end? | Read More
Supermarkets have embraced the concept of publishing, producing more and more content from blogs to recipe cards. Sainsbury's is now trying its hand at butchering vegetables (yes that's right!) in order to grab some headlines, but can the supermarket turn a news story into something more?
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There’s been a lot said and written about the shopping habits of millennials – and about what retailers can do to attract younger consumers’ undoubted spending power back into their stores and e-commerce sites. | Read More
Life is about making memories. It’s about maxing out our time on Earth to create a bank of stories that tell our tale. Our most cherished times become imprinted in our minds forever, others slide into oblivion. | Read More