The Takeaway: Consumers are shopping across many devices, and as a result, they're interacting with multiple channels. It's called distributed commerce and it's dramatically changing the customer journey. Here are some tips on how to unify and bring consistency to that crazy path to purchase.
By Michelle Burtchell on 10:45 AM on August 1, 2016
The Takeaway: For consumers, mobile devices play a variety of different roles in the shopping experience. That means your brand must wholly consider mobile as a platform and mobile shopping behaviors when creating and optimizing product content.
You might call it mobile shopping: the act of using a smartphone or tablet to browse product selections and make purchases. However, using the term "mobile shopping" is a bit disingenuous.
The Takeaway: Nike, Under Armour and Lululemon are top athletic apparel brands that are more similar to top lifestyle brands thanks to their abilities to effectively market their products as smaller pieces of a bigger brand-community puzzle.
When it comes to creating a top "lifestyle" brand, Nike, Under Armour and Lululemon picked up the ball and ran with it. While Nike took point on developing a community of loyal customers, the relative-rookie in the athleisure space, Lululemon, isn't too far behind in this race, and Under Armour considers itself an underdog that's capable of stepping to the ring with the biggest athletic apparel brands.
The Takeaway: A recent survey highlighted the need for excellent in-store experiences, and getting there requires using digital tools in-store to support those experiences. Here are five brands that get it.
The science fiction world of retail, where physical shopping is fueled by digital tech, is way closer to reality than you might think.
By Peter Crosby on 9:08 AM on July 19, 2016
The Takeaway: Our new ebook will help you prepare your digital marketing and product merchandising strategy for the 2016 holiday season and beyond.
You know what products your brand is selling this holiday season, but have you formed a digital marketing and product merchandising strategy to ensure those products move from the shelf to under the tree?
By Cara Wood on 9:12 AM on July 11, 2016
The Takeaway: A lot of sales are at stake during the back-to-school shopping season, and if your brand wants to earn a majority of the revenue available, you must target moms with perfectly detailed product content.
Back-to-school shopping season is coming. A report from Rubicon Project said that parents plan on spending an average of $917 on each of their children in the next three months and if those kids are headed to college, that amount rises to $1,300. All said and done, eMarketer predicted that ecommerce and brick-and-mortar retailers will earn 17.2 percent of their full-year retail sales - or $828.81 billion - over the course of July, August, and September. And for ecommerce retail specifically, the back-to-school season will generate $65.42 billion in sales.
By Peter Crosby on 10:30 AM on July 7, 2016
The Takeaway: Consumers aren't just searching for the best price online, don't underestimate the impact of the customer experience in winning sales. Good product content and convience can drives sales despite the cost of items.
Price matters. But not as much as you might think.
Yes, consumers are conducting "price comparison shopping." They're picking up their smartphones while in stores, and they're completing Google searches, checking out retailers' apps and visiting brands' sites. Think With Google found that 82 percent of shoppers use their phones to find supplemental information - prices, but also product content such as detailed ingredients lists and customer reviews.
By Cara Wood on 10:00 AM on July 5, 2016
The Takeaway: With new sales popping up almost every day on ecommerce sites, consumers have learned to browse each and every online retailer before they buy. That means brands must not only have their products on all sites, but also need to ensure product content consistency across those channels. We've got three tips for how brands can tackle frequent sales.
Walmart wasn't just going to step aside and let Amazon get all of the press in the weeks leading up to Amazon Prime Day. On June 29 in a Walmart blog post, Fernando Madeira, president and CEO of the U.S. Walmart.com, explained that from that day onward shoppers can sign up for a 30-day free trial of ShippingPass. It's essentially Amazon Prime for Walmart, since it gives consumers unlimited two-day shipping on products touting the ShippingPass logo. And once those 30 days expire, customers can buy ShippingPass for $49 - that's half of what Prime costs.
By Kelsey O'Brien on 8:04 AM on June 29, 2016
The Takeaway: Amazon Prime Day is upon us! We've compiled some product content tips to help you seize this ecommerce opportunity.
After experiencing inaugural success, Amazon is bringing back Amazon Prime Day this year on July 12. It plans to again offer all of its Prime members exclusive short-term price cuts. Prepare your product content. You might not get your entire product information management game on point by Prime Day, but you can begin to optimize your processes for the era of distributed commerce.
By Cara Wood on 8:00 AM on June 20, 2016
The Takeaway: Check out our new infographic highlighting what types of product content drive conversions.
If brands want to succeed in the age of distributed commerce, they must be able to give consumers what they want, when they want and in the manner that they demand it. If they don't, the consequences are simple: Shoppers will go somewhere else to find it.