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Copyright 2008 Demandware, Inc. - Confidential
Before We Get Started, a Few Housekeeping Items: • To Join the Teleconference: Tel. 866-469-3239 or 650-429-3300 # #• Presentation Content:
Slides and Webinar recording will be made available for download at www.demandware.com. Email will be sent to notify you of its availability.
• Questions: Please ask questions via the chat function.
Lauren Freedman, President , the e-tailing groupScott Todaro, Senior Director of Product Strategy, Demandware
Webinar:
Copyright 2008 Demandware, Inc. - Confidential
Webinar AgendaWebinar Agenda
Copyright 2008 Demandware, Inc. - Confidential
About Demandware
Copyright 2008 Demandware, Inc. - Confidential
14 years e-commerce consulting
Author, It’s Just Shopping
50+ years traditional retail and catalog experience
Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging
Proprietary research studies on mystery shopping and merchandising, marketing and EMC (Evolving Multi-Channel Consumer), In-Store Pickup and Gift Registry
E-commerce expert and frequent speaker at industry events, trade associations
About the e-tailing groupAbout the e-tailing group
Copyright 2008 Demandware, Inc. - Confidential
Today’s Agenda
I. Why good content matters
II. Telling the content story
III. Content best practices
IV. The e-tailing group checklist for best-in-class content `
Copyright 2008 Demandware, Inc. - Confidential
I. Why good content matters
Consumers are reliant on robust contentreliant on robust content (text, images, and tools) to research across channels and make confident buying decisions
Good content educates shopperseducates shoppers about the product and the category boosting their perception of your brand in the process
Knowledge acquired via content gives customers the confidence to buyconfidence to buy
The right information integrated contextually drives conversionconversion
Smart content reduces return rates return rates as customers buy the “right” product
Ideally, content can serve to replicate the best of personal personal shopping shopping
Copyright 2008 Demandware, Inc. - Confidential
Detailed product information is critical across categories
When shopping online, in which categories is having detailed product information available most important?
Please select your "top 5" categories - where you would be unable to complete your purchase without having this detailed product information.
64%
52%
49%
39%
36%
31%
28%
28%
26%
26%
20%
17%
16%
16%
14%
12%
Clothing and accessories (men's, women's, kid's)
Computer hardware and software
Consumer electronics
Books/Magazines
Music/DVD/Videos
Furniture, home and garden, home improvement, tools and appliances
Health and beauty items
Toys/Video games
Gifts and collectibles
Tickets (movies, concerts, theatre)
Automotive
Jewelry/Watches
Food
Gift Card/Certificates
Pet supplies
Sporting goods
Q3
from clothing (64%) to computers (52%) to consumer electronics (49%)
the ARS eCommerce /e-tailing group Online Content Impact Survey
Copyright 2008 Demandware, Inc. - Confidential
The quality of a site’s content matters77% of consumers are “very to somewhat” significantly influenced by the quality of online content
Q7
To what degree does the quality of the content found at a particular site (descriptions, images, copy) influence your interest
in buying from that merchant?
31%
23%
0% 0%
46%
Very significantly Somewhatsignificantly
Depends on theitem of interest
Not verysignificantly
Not at all a factor
the ARS eCommerce /e-tailing group Online Content Impact Survey
Copyright 2008 Demandware, Inc. - Confidential
Shoppers are impatient when information is lacking72% of consumers will abandon your site to go to a competitor or research further online; few return - for the lowest price
Q10
When you encounter incomplete product information, what is your typical behavior?
32%
19%
19%
10%
1%
72%Abandon the site to go to a competitor or research further online
Email for more information
Use their live chat when available
Contact the merchant's call center by phone
Make the purchase and hope the product works out
Go to a retail store
the ARS eCommerce /e-tailing group Online Content Impact Survey
Copyright 2008 Demandware, Inc. - Confidential
II. Telling the content story
D. INTEGRATED MERCHANDISING
Offers
Customer-service
Branding
B. RICH MEDIA
Zoom
Alternative Views
Video/Audio
3D
Product Tours
A. PRODUCT PAGE ESSENTIALS
Imagery
Text
Product Descriptions
Related products
Ratings/reviews
C. CATEGORY/CHANNEL-CENTRIC Product compare Syndicated manufacturer content Category content Rich media tools (view in a room, shop by
outfit) Cross-channel content
Copyright 2008 Demandware, Inc. - Confidential
Merchants rank merchandising features that deliver ROI Content plays an important role respective to imagery and education while category-centric elements receive lower marks
Q7
Keyword Search 94% Exclusives 67% Color Change 45%
Sales or Specials 90% Customized Content 65% Brand Boutiques 44%
Cross-sells 89% Email-a-Friend 65% Contests 44%
Seasonal Promotions 88% Affilliate Programs 64% Shop by Outfit/Solution/ View in a Room 43%
Email as a Merchandising Vehicle 86% Zoom 62% Pre-Orders 43%
Free Shipping - Conditional 80% Email Customer Service Alerts 61% Product Comparisons 42%
Top Sellers 78% Gift Center/Suggestions 60% Wish Lists 40%
What's New 78% Gift Certificates/Cards 58% Video 40%
Up-Sells 75% Search/Order by Catalog Number 58% Frequent Buyer Programs 39%
Alternative Views 74% Free Shipping - Unconditional 57% Deferred Payment Plans 38%
Merchandised Search Landing Pages 74% Product Ratings & Reviews 57% Live Chat 38%
Advanced Search 73% Alternate Payment Methods 52% As Advertised 37%
Promotional Incentives to Buy 71% Multiple Ship To's 50% Limited Hour Promotions 35%
Coupons/Rebates 70% Online Outlet 50% Interactive Tools 34%
Custom/ Personalized Products 49% Gift or Wedding Registry 28%
Community Features 48% 3D Visualization 23%
Recently Viewed 46% In-store Product Locator/ Look-up 23%
In-store Pick-up and/or Returns 22%
Audio 20%
2008 VALUE RANKING OF MERCHANDISING FEATURES (TOP 3)94% - 70% Value Ranking 67% - 46% Value Ranking 45% - 20% Value Ranking
The e-tailing group 7th Annual Merchant Survey; 2008
Copyright 2008 Demandware, Inc. - Confidential
The product page is a destination for consumers that should incorporate the best in
text, imagery, tools, plus customer service information
III. Content Best Practices
Product Page Essentials
Copyright 2008 Demandware, Inc. - Confidential
Consumers value the product page52% spend 6 minutes or more on the product page when purchasing online
How much time do you typically spend on a product page when purchasing a product online?
1%
11%
36%
28%
13%11%
Less than aminute
1-2 minutes3-5 minutes6-10 minutes11-20 minutesMore than 20minutes
Q6
the ARS eCommerce /e-tailing group Online Content Impact Survey
Copyright 2008 Demandware, Inc. - Confidential
Product page rankings reveal informational hunger“Very important” ranking of all 26 features and functionalities charted in descending order of importance for selecting and ultimately purchasing a product
Q14 (Top ranking out of 5)
• Confirming the need for qualitative text, the most highly ranked is the product overviewproduct overview (76%)(76%)
• Ranking next, the merchant’s guarantee merchant’s guarantee (73%)(73%) reinforces the consumer’s need to trust before they buy
• Third ranking, stock status (69%)stock status (69%) reflects the need for products to be available when shoppers want them
• Fourth ranking is quality of the image (67%)quality of the image (67%) to ensure shoppers can visualize their potential purchase
VERY IMPORTANT TOTALProduct overview 76%Merchant's guarantee 73%Stock status/availability 69%Quality of the image 67%Customer service links 65%Product specific information 63%Long description 54%Size chart 54%Toll-free telephone number 54%Ratings and reviews 53%Alternative views 42%Product guides 42%Zoom 41%Item specific image 38%Short description 38%Product comparisons 34%Color change 28%View on a model 26%View in a room 18%Product demonstrations 18%Video 17%Recently viewed 13%Audio 11%Live chat 10%Wish list 10%Email a friend 6%
When visiting a merchant's product page, how important are the following to selecting and
ultimately purchasing a product?
the ARS eCommerce /e-tailing group Online Content Impact Survey
15 Copyright 2008 Demandware, Inc. - Confidential
All the content bells and whistles must be in place
Content ElementsMore viewsClose UpFull SetFabric ContentMatching StyleColorsOther Products from the BrandCustomer Service Links
the ARS eCommerce /e-tailing group Online Content Impact Survey
16 Copyright 2008 Demandware, Inc. - Confidential
55% of consumers almost always or frequently (36%) click for more information if they find a product of interest
the ARS eCommerce /e-tailing group Online Content Impact Survey
Complete information engenders confidence
Content ElementsRatings/ReviewsProduct DescriptionSpecificationsDiscussion forumAccessoriesWarranty informationInstallation and setupHow to get itReturnsSpecial Offers
Copyright 2008 Demandware, Inc. - Confidential
Images of related products add appeal72% feel viewing related products along with the product they intend to buy is “very to somewhat” important to their shopping experience
Q19
the ARS eCommerce /e-tailing group Online Content Impact Survey
18 Copyright 2008 Demandware, Inc. - Confidential
Creativity in deployment reinforces brand proposition
Content ElementsThe FactsWhy We Love ItCustomer ReviewsCareZoomAdditional Views
19 Copyright 2008 Demandware, Inc. - Confidential
Information means product details as well as stock status
-All content elements on the product page matter -Time is spent viewing text (43%), followed by images (31%) and tools (26%)
Content ElementsOverviewHands-on researchFeatures and specsAccessoriesReviews
Copyright 2008 Demandware, Inc. - Confidential
B. Rich Media Merchants have adopted a myriad of “rich” techniques that visually engage, sell and
support shopping initiatives
Copyright 2008 Demandware, Inc. - Confidential
Rich media plays an important role in enhancing the customer experience
Q8
How has rich media impacted each of the following:
Very Effective
Somewhat Effective
NeutralSomewhat Ineffective
Not at all Effective
ResponseResponse%%
Enhancing the customer experience 22% 30% 12% 1% 1% 65%
Increasing conversion rates 13% 28% 20% 1% 1% 63%
Increasing average order size 10% 19% 30% 2% 0% 61%
Reducing return rates 7% 13% 33% 2% 1% 56%
Among those using Rich Media it is still most effective for enhancing the customer experience although the percent ranking it as such dropped to 79% from 85% LY
2008 2007
• Enhancing the customer experience 79% 85%• Increasing conversion rates 66% 65%• Increasing average order size 47% 47%• Reducing return rates 35% 38%
The e-tailing group 7th Annual Merchant Survey; 2008
Copyright 2008 Demandware, Inc. - Confidential
A picture is worth a 1000 words 94% consider it “very to somewhat important” when selecting and ultimately purchasing a product
Q12 (Top 2 ranking out of 5)
VERY TO SOMEWHAT IMPORTANT TOTAL WOMEN MENQuality of the image 94% 96% 92%Alternative views 88% 91% 83%Zoom 85% 86% 81%Item specific image (i.e. pillow vs. entire bedroom or shirt vs.complete outfit) 77% 79% 74%Color change 65% 72% 51%View on a model 61% 65% 55%View in a room 50% 52% 44%
When visiting a merchant's product page, how important is the following image related information to selecting and ultimately purchasing a product?
• Alternative views (88%) and Zoom (85%) rank next in importance
• Women also rank all of these tools higher than men
the ARS eCommerce /e-tailing group Online Content Impact Survey
23 Copyright 2008 Demandware, Inc. - Confidential
Content ElementsColor changeAudioAlternative viewsRatings/ ReviewsProduct TourBrowse more itemsYou may also like recommendations
Rich media resonates with shoppers
24 Copyright 2008 Demandware, Inc. - Confidential
The views make the sale
25 Copyright 2008 Demandware, Inc. - Confidential
When looking at rich media tactics such as video demonstrations and flash images 30% of shoppers are somewhat more likely to buy that product
the ARS eCommerce /e-tailing group Online Content Impact Survey
Adopt video successes from the web and turn into selling vehicles
26 Copyright 2008 Demandware, Inc. - Confidential
Ensure customers are part of the action
Copyright 2008 Demandware, Inc. - Confidential
C. Category/Channel-centric ToolsOne’s category is a critical factor moving
beyond investing in the basics that can be used to differentiate and elevate your brand
Copyright 2008 Demandware, Inc. - Confidential
Tools are essential to facilitate the buy Ratings and reviews (88%), product guides (87%) and comparison tools (81%) rank most important
Q14 (Top 2 ranking out of 5)
VERY TO SOMEWHAT IMPORTANT TOTAL WOMEN MENRatings and reviews 88% 90% 88%Product guides 87% 87% 84%Product comparisons 81% 80% 82%Product demonstrations 55% 56% 54%Video 51% 49% 53%Audio 38% 38% 40%Email a friend 22% 23% 19%
When visiting a merchant's product page, how important are the following tools to selecting and ultimately purchasing a product?
• Over half of those surveyed also rely on demonstrations (55%) and video (51%),both of which we anticipate growing with greater merchant penetration
• Although the differences are minor, women and men favor different kinds of tools
the ARS eCommerce /e-tailing group Online Content Impact Survey
29 Copyright 2008 Demandware, Inc. - Confidential
Customer control favors edit capabilities
Beyond search compare’s ability to refine the assortment is welcome by shoppers
30 Copyright 2008 Demandware, Inc. - Confidential
Learning aids make your site a cross-channel resource
Copyright 2008 Demandware, Inc. - Confidential
Syndicated brand content makes selling efficient where brand execution is consistent
32 Copyright 2008 Demandware, Inc. - Confidential
Consumers gravitate to tools that save timewhile merchants enjoy an increased AOV
Copyright 2008 Demandware, Inc. - Confidential
D. Integrated Merchandising ContentIntegrating strategic elements on the product
page and throughout the site experience extends their cross-channel value
Copyright 2008 Demandware, Inc. - Confidential
Branded content can reinforce your value proposition at many customer touch points
35 Copyright 2008 Demandware, Inc. - Confidential
Integrated offers inspire shoppers
Copyright 2008 Demandware, Inc. - Confidential
Take advantage of retail locators to promote cross-channel activity
From promotions to store events and ultimately inventory access the locator is a multi-purpose destination for cross-channel shoppers
37 Copyright 2008 Demandware, Inc. - Confidential
Selling should be wisely integrated into your content
42 percent of shoppers spend more than half of their total shopping time researching online
Krillion/e-tailing group Web/Store Cross-ChannelShopping Survey; 2008
Copyright 2008 Demandware, Inc. - Confidential
Shoppers seek out customer service information Merchant’s guarantee (95%), helpful links (92%) and stock status (91%) top the list
VERY TO SOMEWHAT IMPORTANT TOTAL WOMEN MENMerchant's guarantee 95% 96% 92%
Customer service links 92% 93% 90%Stock status/availability 91% 92% 90%Size chart 87% 96% 80%Toll-free telephone number 84% 86% 80%Recently viewed 45% 44% 43%Live chat 41% 42% 41%Wish list 34% 36% 32%
When visiting a merchant's product page, how important is the following customer service information to selecting and ultimately purchasing a product?
the ARS eCommerce /e-tailing group Online Content Impact Survey
39 Copyright 2008 Demandware, Inc. - Confidential
Elevate customer service via visual cues
Copyright 2008 Demandware, Inc. - Confidential
Checklist for Comprehensive E-Commerce Content
Product Page EssentialsProduct Page Essentials
Start with a clear overview of the product
Follow up with a long description for those who seek “more information”
The quality of the image must be crisp and clear to give a true sense of the merchandise
Suggest relevant products via premium real estate including the product page and shopping cart
User-generated ratings/reviews add a personal dimension to the shopping experience
Stock status should be shown to address any availability challenges
Rich Media and Category/Channel-Centric ToolsRich Media and Category/Channel-Centric Tools
Take advantage of rich media incorporating alternative views, zoom and color change
Relevant tools can embellish the basics where product compare and video should be assessed on a category basis
Leverage manufacturer content through syndication and other means to extend customer experience
Embellish retail locator to drive cross-channel traffic
Integrated MerchandisingIntegrated Merchandising
Offers can be integrated effectively throughout the site to trigger the sale
Branding and customer service messaging reduces the risk for first time shoppers making your brand more accessible
Copyright 2008 Demandware, Inc. - Confidential
Can you bank on your content?
Lauren Freedman
President
the e-tailing group, inc
773-975-7280
lf@e-tailing.com
www.e-tailing.com
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