Common Thread How retailers use content to tie online and offline experiences

People don’t shop the way they used to.

Retail consumers today live in both online and offline environments.

$264.30

$305.70

$349.10

$394.40

$442.60

$493.90

2013 2014 2015 2016 2017 2018

5.8 % 6.5 % 7.1 % 7.7 % 8.3 % 8.9 %

16.5 % 15.7 % 14.2 % 13 % 12.2 % 11.6 %

E-commerce is more popular than ever before.

*Source: eMarketer, Sept 2014

Retail ecommerce sales

% change

% of total retail sales

And mobile is on the rise.

*Source: CMO.com

Mobile ecommerce will account for 30% of global retail

e-commerce spending by 2018, up from 15% in 2013

40% of 2014’s Black Friday online shopping was done

on mobile

84% of of US smartphone shoppers use their phones to assist them in their shopping

while in physical stores

But the in-store experience is still important.

Because the e-commerce experience is inherently limited.

People still want to see, touch and feel products.

And do so with others – amongst the brand loyal.

To get ahead, retailers need to make online and offline experiences interconnected and seamless.

How?

Deliver tailored, relevant content.

Sync online and offline communities.

Bridge e-commerce and in-store experiences with mobile.

Let’s see some brands doing it right.

Deliver tailored, relevant content.

Warby Parker Blog Warby Parker

“

The public and your customers are participating more and near dictating what your brand is. You need to give people the tools to have it they way

you want them to have it.

Neil Blumenthal Co-Founder and Co-CEO

Warby Parker

”

Interactive annual reports and surveys give a quick, fun, customized and highly-shareable

tool of engagement for the brand.

Downloadable games allow people to experience the brand

with their friends.

Fold-it-yourself fortune teller (maybe you

know it as a cootie catcher). Download

your own, print it, and start playing.

“

”

Themed guides provide personalized and useful book suggestions for readers.

Traveling campaigns allow the New York City-based company engage with customers throughout the country, letting them know when the brand will be in their local areas. Warby Parker also makes an effort to further engage the community by incorporating local businesses and nonprofits.

Just outside the bus, we have lending libraries featuring books specifically chosen by Austin Bat Cave, an Austin-based nonprofit.

“ ”

The #warbyparkerhometryon social campaign pulls in user-generated

content from customers sharing their eyewear options.

The community, as well as Warby Parker’s social team, provides

personalized feedback for every participant, helping them choose the

right glasses for them.

Sync online and offline communities.

#JCrewStyleSessions J. Crew

There are over 30 user-generated J. Crew hashtags on Instagram, tagging customers sharing their looks and style.

#jcrew

#jcrewaddict #jcrewstyle #jcrewfactory #jcrewinspired

#jcrewjewelry #jcreweverything

#jcrewobsessed

#jcrewlove #jcrewdenim #jcrewjewels #jcrewlover

#jcrewbaby #jcrewwedding

#jcrewlife

#jcrewprep #jcrewaholic #jcrewmens #jcrewshoes

#jcrewmodel #jcrewgirl #jcrewing

#jcrewtruths #jcrewtop #jcrewcollection #jcrewvest

#jcrewnyfw

#jcrewjunkie

Wanting to capitalize on this trend, J. Crew launched in-store style sessions, offering local sneak peeks at new collections and styling

tips from J. Crew’s very own stylists.

Customers were encouraged to snap selfies for Twitter and Instagram with #JCrewStyleSessions for a chance to be featured in upcoming style guides, bringing the in-store experience full circle

back to the online community.

The sessions were picked up by bloggers and influencers throughout the US, spreading the word to their followers and fans.

New York, New York Chicago, Illinois Dallas, Texas

Style Sessions resulted in a positive brand experience for customers at an arm’s reach of the racks and an online reach to

fans through social networks.

Source: www.sparksheet.com , “How Offline Content Can Save Brick-and-Mortar Retail”

Bridge e-commerce and in-store experiences with mobile.

NM Mobile App Neiman Marcus

In 2014, Neiman Marcus launched its mobile app.

Our goal is to increase our interaction with our customers. Our customers are always interested in learning more about product as well as shopping.

“

Wanda Geirhart Chief Marketing Officer Neiman Marcus Group

”

Shoppers can set their app’s customer service preferences, either automatically alerting sales

associates when they walk into the store or checking-in whenever they are ready for assistance.

The app also strengthens customer relationships with sales associates outside of the store. Customers can see which sales associates are currently in-store, message them and make appointments.

According to Jim Gold, President of Neiman Marcus, a sales associate sold $250,000 of dinnerware by texting

images to a woman on her yacht.

*Source: Fierce Retail

Shoppers also can mark their favorite products and scan QR codes for product information and exclusive content. This information is

made available to associates, helping them make smarter recommendations for their customers.

Finally, Neiman Marcus’ digital content, including its blog, Instagram and monthly catalog, is fully accessible from the app.

This closes the gap between digital and in-store, giving the customer a fully end-to-end brand experience.

The Neiman Marcus blog taps into the lifestyle the brand portrays, including launch events, fashion, beauty, art and

culture, video and editors’ picks.

The Book reads as a part editorial magazine, part catalog. Products are incorporated throughout articles and high-fashion spreads.

Want to learn more?

Our team of strategists can help your brand build a

marketing growth engine. From ongoing support and

program management, to customized strategy sessions

and workshops, we’ll set your brand up for success.

NewsCred is the most comprehensive

content marketing solution.

Get in touch! strategy@newscred.com