Rich media and omni-channel shopping are blurring the lines within the traditional customer journey of awareness-consideration-purchase. Today’s modern consumer experiences many different distractions and choices along their journey from beginning to end, and as a result consumers are now expecting a cohesive, integrated digital shopping experience. Telling your story in an engaging and unique way by integrating content and commerce has proven to be the most effective way to drive more relevant engagement and ultimately, conversion. Forty eight percent of consumers and 60% of millennials will leave a retailer’s site and seek information elsewhere when interactive visual content is not readily available. In this webinar, learn about the importance of integrated commerce experiences, and how techniques such as shoppable video, spin photography, and other rich media can drive engagement and conversion in your business. Topics include: - The trends of integrating content and commerce and why major brands are adopting this strategy - Rich media’s impact on shopper expectations and behavior and how to best address these changes - A success story from Roots, Canada on how to integrate content and commerce from a brand's perspective

1. Use Content to Enhance
Your Commerce Experience
November 3, 2015

2. Use Content to Enhance Your Commerce Experience
§ Elizabeth Johnson
VP & GENERAL MANAGER, DIGITAL AGENCY SERVICES, @PFSweb
§ Amanda McCreary
SR. VERTICAL MARKETING MANAGER, @ACQUIA
§ Eric Engineer
VP, STRATEGY & BUSINESS DEVELOPMENT, @INVODO
§ Lauren Teslia
DIRECTOR OF OMNI CHANNEL COMMERCE, @ROOTSCANADA

3. THE AGE
OF THE
CUSTOMER
Consumers have changed their behavior on how
they shop today, it is about the desire to have an
exceptional customer experience and they demand
an integrated, seamless shopping experience
regardless of channel

4. WHY
INTEGRATE
CONTENT &
COMMERCE?
→ Differentiates brands from their retail partners
and positions the brand as the authority or a
trusted advisor in their space
→ Increases brand awareness, engagement, and
long-term loyalty by creating compelling stories
with content marketing
→ Brands with a strong content strategy and that
prioritize the creation and curation of
personalized content are shown to have higher
conversion rates

5. CONTENT
INFLUENCES
THE CUSTOMER
JOURNEY

6. THE BIG
CHALLENGE
The convergence of content and commerce is not
a simple task, you need to have the right platform,
a strong content strategy and shared vision and
goals across the ecommerce and marketing teams

7. Amanda McCreary
SENIOR
VERTICAL
MARKETING
MANAGER
ACQUIA

8. 43.0%
14.5%
-­‐33.9%
-­‐40.0%
-­‐20.0%
0.0%
20.0%
40.0%
60.0%
Stock
Performance
(2007-­‐2012)
Source: Forrester Research and Wartermark Consulting
Customer
Experience
Laggards
S&P 500 Index
Customer
Experience
Leaders
CUSTOMER EXPERIENCE IS CRITICAL
https://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html?intcmp=mkt:ban:ah:blueprint

9. What Makes
a Customer
Experience
Leader?

10. Emotion, not Price
Drives Purchase
Source: Gallup State of the American Consumer
“Customers purchase based
on price when there is no
emotional connection to a
particular retailer”
~Gallup

11. Barneys Content Drives Conversions
“Customers who read
Barneys' editorial site
spend 40% more than
those who don’t”
~Matt Linder, Internet
Retailer
https://www.internetretailer.com/2015/03/24/barneys-relaunches-its-e-commerce-site-more-personalization

12. Shopping Intent: Direct vs. Inspire

13. Direct to Purchase

14. Direct to Purchase

15. Direct to Purchase

16. Direct to Purchase

17. Direct to Purchase

18. Explore & Inspire

19. Be There When Inspiration Hits

20. 20
FIVE E-COMMERCE VIDEO BEST PRACTICES
ERIC ENGINEER
VP, STRATEGY & BUSINESS DEVELOPMENT
INVODO

21. 21
DISCOVERY & ENGAGEMENT
Promo + Inspirational + How-To
#1 – COVER THE CUSTOMER JOURNEY

22. 22
CONSIDERATION & PURCHASE
Buying Guides + Product Demos
DISCOVERY & ENGAGEMENT
Promo + Inspirational + How-To
#1 – COVER THE CUSTOMER JOURNEY

23. 23
CONSIDERATION & PURCHASE
Buying Guides + Product Demos
DISCOVERY & ENGAGEMENT
Promo + Inspirational + How-To
POST-PURCHASE
On-Boarding + Product Support
#1 – COVER THE CUSTOMER JOURNEY

24. 24
#2 – MAKE HIGH/MID-FUNNEL CONTENT SHOPPABLE
www.invodo.com/shoppable
Connect inspired and engaged shoppers directly to the product they are excited about

25. 25
• Why PDPs?
o 48% of shoppers will leave a retail site
if they can’t find visual product content they are looking for (62% millenials vs. 30% boomers)
o 2x as likely to watch on a product detail page
o 7 out of 10 complete 80% of the video
o Product videos average 4.2 out of 5 stars
o Viewers are 1.6x more likely to buy
#3 – COVER THE RIGHT PDPs

26. 26
• Why PDPs?
o 48% of shoppers will leave a retail site
if they can’t find visual product content they are looking for (62% millenials vs. 30% boomers)
o 2x as likely to watch on a product detail page
o 7 out of 10 complete 80% of the video
o Product videos average 4.2 out of 5 stars
o Viewers are 1.6x more likely to buy
• Which products?
o Produce branded content for your best-selling products
o Focus on high complexity, consideration categories
o Consider manufacturer-supplied content for long tail
#3 – COVER THE RIGHT PDPs

27. 27
Large CTA
Near / On Hero Image
#4 – PROPERLY DESIGN AND PLACE YOUR VIDEO CTAs

28. 28
Combine
Text Icons
#4 – PROPERLY DESIGN AND PLACE YOUR VIDEO CTAs
Large CTA
Near / On Hero Image

29. 29
Combine
Text Icons
View Rates: 5% à 20%+
#4 – PROPERLY DESIGN AND PLACE YOUR VIDEO CTAs
Large CTA
Near / On Hero Image

30. 30
#5 – MEASURE EVERYTHING
• Are shoppers choosing to watch video?
• Am I keeping the viewers attention?
• Where and why am I losing their attention?
• Do they care more about a specific topic?
Engagement
View Rate, Completion Rate, Attention-Span,
Rewind Points, Drop-Off Points

31. 31
#5 – MEASURE EVERYTHING
• Are shoppers choosing to watch video?
• Am I keeping the viewers attention?
• Where and why am I losing their attention?
• Do they care more about a specific topic?
Engagement
View Rate, Completion Rate, Attention-Span,
Rewind Points, Drop-Off Points
• How helpful was the video in making a purchase decision?
• What did the shopper appreciate?
• What would the shopper like to see?
Satisfaction
Ratings, Comments

32. 32
#5 – MEASURE EVERYTHING
• Are shoppers choosing to watch video?
• Am I keeping the viewers attention?
• Where and why am I losing their attention?
• Do they care more about a specific topic?
Engagement
View Rate, Completion Rate, Attention-Span,
Rewind Points, Drop-Off Points
• How helpful was the video in making a purchase decision?
• What did the shopper appreciate?
• What would the shopper like to see?
Satisfaction
Ratings, Comments
• Did my investment in video generate a positive ROI?
• Should I increase/decrease the production complexity (i.e. cost)?
Conversion
Conversion Rate Impact,
AOV Impact, Influenced Revenue

33. 33
FIVE E-COMMERCE VIDEO BEST PRACTICES
1. Cover the customer journey
2. Make higher-funnel content shoppable
3. Cover the right product detail pages
4. Properly design and place your video CTAs
5. Measure everything

34. QA
WITH
Lauren
Teslia
DIRECTOR
OF
OMNI
CHANNEL
COMMERCE
ROOTS
CANADA

35. Use Content to Enhance
Your Commerce Experience
November 3, 2015