Brands have traditionally built separate brand experiences and e-Commerce shops, hidden behind the familiar “shop” link. But this divide makes customers choose between content and commerce and creates one more hurdle to jump through. How many get lost on the way?
These scenarios reduce e-Commerce experiences to a minimal feature set: browsing the catalog, checking out and customer self-service, such as checking an order status. The fundamental issue with this approach is that it does not span the entire customer journey, which includes awareness, engagement, browsing to purchase, service and subsequent loyalty.
Added to this, too often the underlying technologies are poorly integrated, leaving consumers with inconsistent experiences across the buying journey. This is further aggravated by customer expectations of a cohesive experience across mobile, Web and other channels.
Brands now know that building rich content worlds allows them to engage customers and capture their attention. Not only SEO is a major concern, but by fostering a dialog around the content and products, brands can build communities, encourage dialog and promote commenting regarding the topics which results spending more time on the brand experience. Every interaction with the brand can ultimately lead to a moment of truth, a conversion. And the technology should not stand in the way. Stores can easily see a 60% increase in sales by choosing the right approach.
To add insult to injury, many companies struggle themselves in managing these experiences. Do you have a large team still coding HTML? Or putting text in multiple languages onto pictures in Photoshop? How about doing this in multiple languages or various variations for the different delivery channels?
How about personalizing the consumer experience to increase conversions?
The right technology can help free businesses of mundane tasks and put your creative resources to work on the task at hand: Creating better and more relevant customer experiences that convert. And such a solution should not have to mean that you have to engage in a costly re-platforming of your current solutions – it should help you transform your business into a consumer-centric brand one step at a time.
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Lesson 3: Engaging Content and Media Drive Interest
Instant Conversion
Once you have your customer’s
attention, instantly convert by
seamlessly integrating e-
Commerce
Engaging Content
Content Marketing and
Storytelling increase customer
engagement, brandinteraction, and
traffic
36% increase in online visitors
17% uplift in SEO-related sales
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Lesson 4: Mobile is a MUST
Mobile Access
Everything is responsive and
adaptive – including image assets
Content Reuse
Content gets reused – reducing the
number of people required to handle
multiple channels while maintaining
brand consistency
Sales Increase
Mobile sales are drastically
improved throughbettervisiblity
60% increase in multichannel sales!