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Retail content strategy broken into three categories: revenue erosion, lifestyle, and products Examples used: Dunham's Sports (dunhamssports.com), Dick's Sporting Goods (dickssportinggoods.com), and REI (rei.com) Comparison of home page content strategy tied to Alexa ranking success Example conclusion: Website focused most directly on lifestyle had highest popularity (measured by lowest Alexa rank) Text import did not resolve well for some slides. Full post at http://www.shaunanicholson.com/retail-content-strategy-its-a-lifestyle
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retail content strategy
Monday, October 3, 2011
Have you ever noticedmost retail websites havethe same content trends?
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Monday, October 3, 2011
3 Content Themes
Product
Lifestyle
RevenueErosion
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Content theme What it is Pros & Cons
Revenue ErosionSacrificing profitability to appeal to consumers purchasing based on price
Pros: Many customers buy on price; easy to develop
Cons: Profitability suffers, globalization threatens company
LifestyleAppealing to consumer lifestyles
Letting consumers know the brand lives same lifestyle
Pros: Consumers spend more and retain better. Consumers feel brand ownership.
Cons: Requires time and program development
Products Showcasing products
Pros: Demonstrates inventory available
Cons: Product scarcity is likely not be an issue; Google/Amazon provides same content
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Examples
Psst! Pay attention to the Alexa ranks of
each!
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Key:
LifestyleRevenue Erosion Product
Takeaways:Dunhamʼs loves revenue erosion.They use “weʼre cheap” in the tagline, tell you ambiguous exercise equipment provides “value”, and use coupons as incentive for email marketing.Recommendation: Demonstrate value by product quality, not “cheap”.
Dunhamʼs doesnʼt really understand their consumer lifestyle.By using external content tracks (MLB pieces), theyʼre identifying what consumers like--not who they are. Consumers of sports equipment are athletes--they donʼt just like athletes.Recommendation: Put the user in the experience. If consumers truly do connect with MLB lifestyle, answer for users “how does Dunhamʼs help me be more like my favorite athlete?”
Their products are complicated.Unless the user already knows what product they want, using specific products for complicated products (“CST Treadill” vs a basketball) is a hard way to start. Reminiscent of “one of these things is not like the other”...Recommendation: Keep the random dumbbell set away from the line of ellipticals.
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Key:
LifestyleRevenue Erosion Product
Takeaways:Free ShippingFree shipping has become an expectation of online consumers. Dickʼs honors this trend.
Connect Non-Profits to the BrandThe net cast for those impacted by breast cancer is large, but non-discriminating and only loosely connected to the athlete lifestyle.Recommendation: Tie non-profits to the consumer lifestyle. Support breast cancer by sponsoring a survivors walk (or hike!).
Dickʼs sells “sporting goods”; it doesnʼt support the athlete lifestyle.The product organization is great, but doesnʼt necessarily pull a user in. The site is covered in products, not athletes.Recommendation: Unless your consumer is a purchasing manager for recreation programs, put the athlete back in the spotlight.
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Key:
LifestyleRevenue Erosion Product
Takeaways:Free ShippingFree shipping has become an expectation of online consumers. REI honors this trend.
REI is a lifestyle company.The REI lifestyle approach is fluid. Rather than interrupting the user, REI promises to “keep you” (repetition 4x) camping, hiking, running, and road riding.
REI socialized product interests.By highlighting “customer picks” and then tabbing to “staff picks”, REI adds a social element to their products.This is consistent with the consumer lifestyle, which includes group activities and sports. The final tabs include “by activity” (still lifestyle), and, finally, “by brand”.
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Revenue erosion is a dirty term.Globalization means your product warehouse is irrelevant.
Lifestyle connects with the consumer.
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Lifestyle cannot be faked. It needs to grow deeper than a marketing message,
into the soul of the company.
A companyʼs lifestyle will be reflected as topically as marketing messaging and as deep as product
development.
And consumers are happy to pay for, advocate, and live a lifestyle.
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