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#DSD151
A Storybook Relationship:Driving Commerce Through Integrated Content
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The World We Live In
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“With the proliferation of smartphones, the large installed base of
tablets, and general cross-shopping behavior, the Web will influence over 50% of total US retail sales, and will continue to grow at 7% compound annual growth rate through 2018.”
–Forrester Research Web-Influenced Retail Sales Forecast, 2013 To 2018 (US)July 2, 2014
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Shifts in Retail Strategy
#DSD155Sources:Fierce CMO | IAB | Internet Retails | Mediapost | PR News Wire | Sprout Social | Telemetric
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More than half the
searches on Google
were from mobile
devices
-
Search Engine Land
May 2015
More than half the
traffic to digital
Commerce sites in
UK was from mobile devices – Internet Retailer Se
ptember 2014
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Customer Journey
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mobilesocial
search eCommerce
Customer Journey
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Storytelling
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• Searching for information around concepts and categories, less product specific details
• Cannot buy what users cannot find
• Desire for informed decisions• More robust product data
Isaac wants Information
Isaac wants Information
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Victoria wants Validation
• Consumers seek confirmation they should proceed with purchase
• Two way dialogue• Respect differences of all channels
and adjust strategy for each
#DSD15
• More than just product specs• DIY, Enthusiast or Engineer• Detailed application of how
purchase solves problem• Potential community aspects
Ryan wants to Research
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What is Working?
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Isaac
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Victoria
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Ryan
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Click to add picture
Where do you start?
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Integrated Content Lifecycle
HOSTING
DEVELOPMENT
MO
BIL
E
INNOVATION
AN
ALYTIC
S
DESIGN
CREATIVE
PRODUCT MANAGEMENT
STRATEGY
SO
CIA
L
CONTENT
MEDIA BUYING
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1.Identify the goal
2.Pick a persona to put through buying journey
3. Create content strategy tied to persona
4. Assess your technology needs and internal digital management within organization
5. Rollout, test, measure & adjust
How to get started
#DSD1542
Liz DugganDirector of eCommerce [email protected](o): 872.888.6945
Questions, Comments Concerns?
Bob Egner VP Product Management & [email protected](o): 630.974.3021
