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Retail Content Strategy: It's a lifestyle
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Retail Content Strategy: It's a lifestyle


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Retail content strategy broken into three categories: revenue erosion, lifestyle, and products …

Retail content strategy broken into three categories: revenue erosion, lifestyle, and products

Examples used: Dunham's Sports (, Dick's Sporting Goods (, and REI (

Comparison of home page content strategy tied to Alexa ranking success

Example conclusion: Website focused most directly on lifestyle had highest popularity (measured by lowest Alexa rank)

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    • 1. retail content strategy www.digitalmark.meMonday, October 3, 2011
    • 2. Have you ever noticed most retail websites have the same content trends? www.digitalmark.meMonday, October 3, 2011
    • 3. 3 Content Themes Revenue Erosion Lifestyle Product www.digitalmark.meMonday, October 3, 2011
    • 4. Content theme What it is Pros & Cons Pros: Many customers buy on Sacrificing profitability to appeal price; easy to develop Revenue Erosion to consumers purchasing based on price Cons: Profitability suffers, globalization threatens company Pros: Consumers spend more Appealing to consumer lifestyles and retain better. Consumers feel brand ownership. Lifestyle Letting consumers know the brand lives same lifestyle Cons: Requires time and program development Pros: Demonstrates inventory available Products Showcasing products Cons: Product scarcity is likely not be an issue; Google/Amazon provides same content www.digitalmark.meMonday, October 3, 2011
    • 5. Examples Psst! Pay attention to the Alexa ranks of each! www.digitalmark.meMonday, October 3, 2011
    • 6. Key: Revenue Lifestyle Product Erosion Takeaways: Dunhamʼs loves revenue erosion. They use “weʼre cheap” in the tagline, tell you ambiguous exercise equipment provides “value”, and use coupons as incentive for email marketing. Recommendation: Demonstrate value by product quality, not “cheap”. Dunhamʼs doesnʼt really understand their consumer lifestyle. By using external content tracks (MLB pieces), theyʼre identifying what consumers like--not who they are. Consumers of sports equipment are athletes--they donʼt just like athletes. Recommendation: Put the user in the experience. If consumers truly do connect with MLB lifestyle, answer for users “how does Dunhamʼs help me be more like my favorite athlete?” Their products are complicated. Unless the user already knows what product they want, using specific products for complicated products (“CST Treadill” vs a basketball) is a hard way to start. Reminiscent of “one of these things is not like the other”... Recommendation: Keep the random dumbbell set away from the line of ellipticals. www.digitalmark.meMonday, October 3, 2011
    • 7. Key: Revenue Lifestyle Product Erosion Takeaways: Free Shipping Free shipping has become an expectation of online consumers. Dickʼs honors this trend. Connect Non-Profits to the Brand The net cast for those impacted by breast cancer is large, but non-discriminating and only loosely connected to the athlete lifestyle. Recommendation: Tie non-profits to the consumer lifestyle. Support breast cancer by sponsoring a survivors walk (or hike!). Dickʼs sells “sporting goods”; it doesnʼt support the athlete lifestyle. The product organization is great, but doesnʼt necessarily pull a user in. The site is covered in products, not athletes. Recommendation: Unless your consumer is a purchasing manager for recreation programs, put the athlete back in the spotlight. www.digitalmark.meMonday, October 3, 2011
    • 8. Key: Revenue Lifestyle Product Erosion Takeaways: Free Shipping Free shipping has become an expectation of online consumers. REI honors this trend. REI is a lifestyle company. The REI lifestyle approach is fluid. Rather than interrupting the user, REI promises to “keep you” (repetition 4x) camping, hiking, running, and road riding. REI socialized product interests. By highlighting “customer picks” and then tabbing to “staff picks”, REI adds a social element to their products. This is consistent with the consumer lifestyle, which includes group activities and sports. The final tabs include “by activity” (still lifestyle), and, finally, “by brand”. www.digitalmark.meMonday, October 3, 2011
    • 9. Revenue erosion is a dirty term. Globalization means your product warehouse is irrelevant. Lifestyle connects with the consumer. www.digitalmark.meMonday, October 3, 2011
    • 10. Lifestyle cannot be faked. It needs to grow deeper than a marketing message, into the soul of the company. A companyʼs lifestyle will be reflected as topically as marketing messaging and as deep as product development. And consumers are happy to pay for, advocate, and live a lifestyle. www.digitalmark.meMonday, October 3, 2011