Three ways to win at retail content
Here’s a fact which might surprise you.
O
ver half of all shoppers say they would stop shopping at a store if it failed to provide relevant content for their needs.
In the retail world, relevant content is king.
It is one of the biggest drivers for brands across the globe, from small businesses with little cash flow, to huge, multi-national businesses with the marketing budget to match.
Shoppers identify with retail brands and they love brands which speak their language.
"Customers love clarity. Your brand will have a story, so tell it."
From everyday items to the bigger money buys, it’s the content at the start and end of the customer’s journey which will eventually make or break that sale.
Creating the content to not only fit the product but exceed the expectations of the potential buyer is all part of the strategy in making it work.
And it’s a fine line.
Too much sales-driven content could see customers walking away.
But customer-focused content can be rewarding.
It’s all about getting the balance right and making sure your content is seen in the right places – from the fun stuff, to print-based, in-store content to on-the-go content which is easily accessible for your customers.
Creating the right content and using it correctly is an essential practice. Here are three ways to do it right.
"Customers will be talking about your brand online, through blogging forums and social networks. As a thought-leader on your brand you should be engaging with these conversations and getting to know your customers better"
Be clear
Customers love clarity. Your brand will have a story, so tell it. Your customers want to know what makes your brand tick and sets it above competitors in the market. In the past we have spoken about using emotional content as a hook to pull people in. Find that hook and engage with your customers. Tell it using images, videos, infographics or promoting a cause via a call to action. Below, Buster will explain all…
John Lewis are the experts at emotional marketing – especially when it comes to Christmas, as Buster the Boxer proved!
Make it mobile
More than 80 per cent of social media time is now spent on mobile devices and up to five hours a day are spent staring into that small screen. Advertisers are making use of mobile and tablets to attract customers. Having your relevant content mobile-ready is now a necessity. You can even tailor your content using beacons or geo-tagging when a device is near one of your stores.
Spread the word
Customers will be talking about your brand online, through blogging forums and social networks. As a thought-leader on your brand you should be engaging with these conversations and getting to know your customers better, finding out their pain points and being empathetic to their needs. Ignoring an online conversation will not inspire confidence in your customers. Being online with them provides you with a unique opportunity to inspire them and sharing relevant content with them. When they engage with your brand it is a chance to share the experience and keep them coming back for more. Prime examples below…
How not to do customer service on social media…
…and how to win at social media customer service…
