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Best Types of Digital Content for Retailers
Why Digital Content Matters
62% of millennials feel that online content drives their loyalty to a brand (NewsCred, 2014).
Among consumers who use digital devices to shop, almost one-third of consumers say they spend more due to their use of digital during the shopping process (Deloitte, 2015).
Only 37 percent of marketers have a cross-channel content and communications strategy, which impacts a unified customer experience in the path from online information to in-store purchase (Altimeter, 2015).
Reviews
Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform.*
Customer reviews ensure that shoppers feel confident in their purchases. It also lets retailers know where they can improve or respond to negativity.
*via Nielsen: http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
Personalized RecommendationsKnowing your shoppers’ purchase history and what they're currently in the market for is the best way to offer personalized recommendations. It indicates shopper's preferences and habits so you can help provide what they want when they want it.
During Q2 2015, 11.5% of the revenue on the ecommerce sites studied was attributed to personalized product recommendations.*
*via MarketingSherpa: https://www.marketingsherpa.com/article/chart/personalized-product-recommendations
How-To Articles & VideosOnline video traffic will account for 80% of all consumer Internet traffic globally by 2019.* Retailers can capture that traffic by providing in-depth how-to's on their website to help customers get the most out of a new purchase.
*via Cisco: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html
User-Generated ContentBy its very nature, user-generated content is perhaps the fastest-growing content type. Millennials report that UGC is 20% more influential on their purchases than any other type of media.*
UGC helps you create emotional connections with your shoppers and shows that you values your customers’ experience with your product(s).
*via CrowdTap: http://corp.crowdtap.com/socialinfluence
In-Store RemarketingDisplay ads
These work similarly the retargeted ads used by e-commerce marketers, but they're designed for customers who have browsed in-store rather than browsed online.
Our own research has shown clickthrough rates on these types of content are 16x higher than the average remarketing campaign.
Email campaigns
Email campaigns are a great way to remind shoppers of the products they saw and loved during an in-store visit. They can opt-in to receive an email with their collection or shopping list and be shown other pieces of content alongside it.
Loyalty Offers
Loyalty programs are the second most promient driver of repeat business.*
Things like offering 10% off a next purchase, $20 off if they spend over $100, or creating a loyalty points system helps establish loyal customers who will spend with you and encourage others to do the same.
*via Braun Research: http://newsroom.bankofamerica.com/press-kit/bank-america-small-business-owner-report
