You’re a brand who’s built an identity for decades, maybe even 100+ years. The internet has caused a major disruption in how your brand is able to communicate with your end consumers. Today, you have hundreds of channels and retailers sharing content about your brand.
By Cara Wood on 7:56 AM on April 26, 2017
Consumers are creating their own shopping journeys and the path to purchase isn’t always a straight line. Increasingly, that unpredictable path to purchase involves multiple touches on a smartphone. We confirmed this in our Second Annual Cracking the Consumer Code eBook.
We asked 1,000 online shoppers about the various ways they use their mobile phones as a shopping tool while physically in stores. Seventy-seven percent of shoppers say they are using their mobile devices in stores today. When they browse in store they are doing a wide range of tasks related to shopping, including comparing competitors’ prices, looking for more product information and looking for similar products.
Takeaway: Product information management (“PIM”): essential to aggregating, managing, and collaborating on data and consumer-facing content. So important, Forrester recently declared, “PIM is indispensable in the new era of distributed commerce.” If your company is thinking about investing in content and syndication efforts via a PIM system, read on for key need-to-knows.
By David Gold on 10:28 AM on April 18, 2017
We went shopping for furniture and home goods on Amazon this week and thanks to our newly launched Product Content Grader were able to see just how well some of the site’s brands are performing on product content. You can get your own product content score, or read below for the lessons in good product content.
By Peter Crosby on 8:07 AM on April 13, 2017
Most furniture shoppers want to see exactly what they are getting before they buy. They expect their new couch or dining room table to last for several years. They want their new drapes or bed linens to be top quality. It’s no wonder then that even in the digital age only 5% of revenue in the $100 billion-plus industry comes directly through online sales.
By Cara Wood on 8:00 AM on April 11, 2017
By Peter Crosby on 8:00 AM on April 5, 2017
The influence of mobile on consumers' habits is everywhere across the shopper's journey. Our latest consumer research found that even while in-store, shoppers are turning to their mobile devices for product information. In fact, a notable 77 percent of shoppers use a mobile device while shopping in-store. This compares to just 35 percent of shoppers who prefer to speak to a salesperson if they have questions about a product. Consumers are in charge of their shopping journey more than ever before, and these facts must have an impact on your digital strategy.
It was big news in the fashion world: In early March, luxury goods group LVMH was said to be planning to launch its own multi-brand e-commerce site, which, if true (the company declined comment), would mark the company’s most significant digital investment since hiring a chief digital officer in 2015 — and offer a sign of how e-commerce has become a higher priority for the company, which includes top brands such as Givenchy, Louis Vuitton and Fendi.