HOW TO IMPROVE SALES WITH SIMPLE CONTENT MARKETING TECHNIQUES

Birgitte Seest Marquart04-11-2015

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AGENDA• Who am I?• E-commerce at Dansk Supermarked Group• Content marketing on Bilka.dk

• Concrete examples

• Future content challenges for Bilka.dk - discussion

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WHO AM I?

E-commerce at Dansk Supermarked Group (2013-)• Content creation

Human Ressource Department (2008-2013)• Communication within recruitment, e.g. job advertisements • Corporate website in 2013

Master in Journalism (2010-2012)

Bachelor in Communication and German from Aarhus School of Business (2007-2010)

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DANSK SUPERMARKED GROUP• Denmark's largest retail group

• 1,400 stores in five countries

• Employees almost 47,000 people

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BUYING GUIDES

• Helping the customers

• Adding value to the online customer experience

• The technology: Similar to products

• 850 buying guides on Bilka.dk

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BUYING GUIDES – 2 DESIGNS

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BUYING GUIDES – DISTRIBUTIONLanding pages

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BUYING GUIDES – DISTRIBUTIONProduct detail pages

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BUYING GUIDES – DISTRIBUTIONE-mail after the purchase

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THE CUSHION EXAMPLE

The challenge• Lack of customer overview in the purchasing situation • Purchasing department: Focus on sales

• New buying guide

The process• Dialogue with the call center and purchasing department • No matching cushions?• Picture• Informing relevant colleagues

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THE CUSHION EXAMPLE

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THE CUSHION EXAMPLE

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WHY IS THE CUSHION GUIDE A SUCCESS?

• Provides a complete (and simple) overview• Satisfies the customer needs

• 10.000 unique visitors • Great increase in sales of cushions• One of the most effective buying guides• Customers return to purchase

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OTHER SUCCESSFUL BUYING GUIDES

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OTHER SUCCESSFUL BUYING GUIDES

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OTHER SUCCESSFUL BUYING GUIDES

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SIMPLE CONTENT MARKETING TECHNIQUES • Focus on customer needs and behavior• Use existing platforms and tools• Use knowledge within theorganization

• Keep it simple

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THE CUSHION EXAMPLE

Improvements for next year?

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FUTURE CONTENT CHALLENGES FOR BILKA.DKToys • Majority of sales in November and December• Less focus on content marketing in this product category

• ”Prices and products”

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HOW CAN BILKA IMPROVE THE USE OF

CONTENT IN THE TOYS CATEGORY?

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Birgitte Seest Marquarthttps://dk.linkedin.com/in/birgitteseestmarquartDansk Supermarked GroupRosbjergvej 338220 Brabrand+45 8778 5000dansksupermarked.com