According to the CMO Council, 54 percent of consumers say they would consider no longer shopping at a retailer that failed to deliver them tailor-made, relevant content.
That’s the reality of the world retail brands live in today. They need to become masters of serving the right content, to the right people, in the right places. A perfect formula doesn’t exist, but a few brands are emerging as publishing pioneers, creating rich, targeted content that drives sales and engagement.
Contently’s new e-book, “State of Content Marketing: Retail,” examines the retail industry’s most important success stories and trends, such as:
The new vogue
It’s not just about being in vogue anymore—it’s about being the new vogue. That’s the mindset of retail brands like Net-a-Porter, which recently debuted a glossy print magazine, Porter, that rivals the world’s best fashion magazines in quality and star power. Gilt Groupe’s DuJour and Saturdays Magazine have also entered the publishing game with surprising success.
Facebook “Likes” can be a useful gauge of a brand’s impact, but the top 100 retailers on the network only average a two percent engagement rate, according to Compendium. The social media landscape is shifting quickly, and it’s crucial that brands understand what social sites are most effective. Pinterest, for example, tripled revenue for some online retailers on Cyber Monday in 2013, while other retailers still struggle mightily with social content.
Retailers can also connect with their consumers by pulling back the curtain on how they do business. A growing number of brands, like Zady, are publishing rich stories that sit alongside every product they sell, while a slew of other companies are creating beautiful short documentaries to tell the tales of the very people who buy their products.
The surge in mobile usage has made it possible for brands to locally target their customers to the point where relevant reminders and coupons are sent to phones when someone is near a specific store. Companies like Macy’s and Walmart have been using this geotargeting strategy for a few years, and Alex & Ani is breaking new ground, using Apple’s iBeacon technology to serve real-time content to nearby consumers and drive conversion rates in the high teens at brick-and-mortar stores.