Learningfrom theShopkeeperContent Strategy for Ecommerce
Learning From The Shopkeeper       • Technology continues to evolve         and expand the scope of         Ecommerce     ...
1. Start With APurposeShopkeepers have a clearlydefined mission andunderstand how to deliver onit.
Case Study:Mjolk
1. Start With A Purpose        • Define a clear vision that can          guide content and design          decisions      ...
1. Start With A Purpose        • Core Strategy          • Central idea for using content to fulfill            user goals ...
2. Be MoreThan Just AStoreShopkeepers understand thatsuccessful shops becomemore than a place to buythings.
Case Study:Threadless
2. Be More Than Just A Store        • What separates you from the          rest?        • Think about ways to add         ...
2. Be More Than Just A Store        • Editorial strategy          • Creating relevant content for your            audience...
3. Talk WithCustomersShopkeepers understand thatmaking conversation buildsrelationships and gives youdeep insight into you...
Case Study:Zappos
3. Talk With Customers       • Engage your customers and         learn from them         • Find out their interests, lifes...
3. Talk With Customers       • User Research         • Online retailers can’t talk directly to           every customer, b...
4. Have APassionatePersonalityShopkeepers are passionateabout what they do and aren’tafraid to let their bigpersonalities ...
Case Study:Mailchimp
4. Have A Passionate Personality        • Content is your voice online          • Images, text, communications,           ...
5. Be A Part Of TheCommunityShopkeepers weavethemselves into the fabric oftheir neighbourhood, learningfrom competitors an...
Case Study:Tattly
5. Be A Part Of The Community       • Leverage knowledge of your         users         • “Be” where they “live” (where it ...
6. Have A GoodMemoryShopkeepers never forget aface and utilize their memoryto deliver personalized andrelevant service
Case Study:Etsy
6. Have A Good Memory       • Demonstrate your         understanding of customer         goals, interests and attributes  ...
7. Know YourProductsShopkeepers build trust bybelieving in and beingknowledgeable about theproducts they sell andshowing t...
Case Study:Toyls of Labur
7. Know Your Products       • Choose products you believe         in and fulfill your vision       • Do inventory to be su...
7. Know Your Products       • Content Audit         • Inventory and assessment tool to help           manage and maintain ...
8. Structure YourEnvironmentShopkeepers know how to setthe stage to show off theirproducts, from windowdisplays and mercha...
Case Study:Amazon
8. Structure Your Environment       • Graphic design and         interactive elements are key,         but so is structure...
8. Structure Your Environment       • Information Architecture         • The art and science of organizing           infor...
8. Structure Your Environment       • Don’t forget to label and tag         items         • Taxonomy            • Build re...
Learning From The Shopkeeper       1.   Start With A Purpose       2.   Be More Than Just A Store       3.   Talk With Cus...
Thanks!
Learning from Shopkeepers: Content Strategy for eCommerce
Learning from Shopkeepers: Content Strategy for eCommerce
Upcoming SlideShare
Loading in …5
×

Learning from Shopkeepers: Content Strategy for eCommerce

1,293 views

Published on

This presentation was created and delivered by Nate Archer, Content Strategy Specialist at Myplanet Digital.

Published in: Business, Education, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,293
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Customer focus culture Implement ideas (take them seriously) Committed to wowing each and every customer Refer if needed
  • Website dedicated to use of voice Not prescribed quotes, examples and guidance Focus on user feelings and quaotes
  • Relevance to a community of users Relies on community input and reaction
  • Items matching your taste Connection to your friends, favourites and more Hi, Nate!
  • Toyls of Labur goods manufactured by longstanding, heritage firms from around the world still make their products where they are owned and operated. Warkworth, ON
  • Recommendations Taxonomy IA Product details page
  • Customer focus culture Implement ideas (take them seriously) Committed to wowing each and every customer Refer if needed
  • Learning from Shopkeepers: Content Strategy for eCommerce

    1. 1. Learningfrom theShopkeeperContent Strategy for Ecommerce
    2. 2. Learning From The Shopkeeper • Technology continues to evolve and expand the scope of Ecommerce • We can learn a lot from the fundamentals of sales • Translate their wisdom to the world of content and user experience in Ecommerce • 8 learning lessons
    3. 3. 1. Start With APurposeShopkeepers have a clearlydefined mission andunderstand how to deliver onit.
    4. 4. Case Study:Mjolk
    5. 5. 1. Start With A Purpose • Define a clear vision that can guide content and design decisions • Core Strategy (coming up…) • Focus on users and define yourself in their terms • Use your content to demonstrate this vision to customers
    6. 6. 1. Start With A Purpose • Core Strategy • Central idea for using content to fulfill user goals and achieve business objectives • Guide content creation and governance • Focused audience, approach and niche • Examples • Curating and promoting high quality Japanese and Scandinavian housewares for young professionals settling down in Toronto
    7. 7. 2. Be MoreThan Just AStoreShopkeepers understand thatsuccessful shops becomemore than a place to buythings.
    8. 8. Case Study:Threadless
    9. 9. 2. Be More Than Just A Store • What separates you from the rest? • Think about ways to add value to user’s beyond being a retailer • Editorial strategy • Engage customers with relevant, educational, and entertaining content across channels
    10. 10. 2. Be More Than Just A Store • Editorial strategy • Creating relevant content for your audience that retains their attention and enriches your brand • Let’s your voice shine through • Supports business goals
    11. 11. 3. Talk WithCustomersShopkeepers understand thatmaking conversation buildsrelationships and gives youdeep insight into yourcustomers.
    12. 12. Case Study:Zappos
    13. 13. 3. Talk With Customers • Engage your customers and learn from them • Find out their interests, lifestyle and opinion • User research • Evolve: put insight into action • Never underestimate the power of asking “how are you doing?” • Personalize and connect
    14. 14. 3. Talk With Customers • User Research • Online retailers can’t talk directly to every customer, but pick a few and begin • Surveys, one-on-one interviews, metrics, usability tests all provide tremendous insights • Examples • What are their interests and how can you support these? • How do they use your store and how can you improve the experience?
    15. 15. 4. Have APassionatePersonalityShopkeepers are passionateabout what they do and aren’tafraid to let their bigpersonalities shine through.
    16. 16. Case Study:Mailchimp
    17. 17. 4. Have A Passionate Personality • Content is your voice online • Images, text, communications, messaging • Use content to communicate a consistent and unique voice • Think back to your core strategy! • Let your customers know how passionate you are
    18. 18. 5. Be A Part Of TheCommunityShopkeepers weavethemselves into the fabric oftheir neighbourhood, learningfrom competitors and alsomaking friends
    19. 19. Case Study:Tattly
    20. 20. 5. Be A Part Of The Community • Leverage knowledge of your users • “Be” where they “live” (where it makes sense) • Learn from competitors • Analyze what they’re doing right and wrong • Learn how to improve and differentiate • Partner up to build strength • Curate content from others • Share resources
    21. 21. 6. Have A GoodMemoryShopkeepers never forget aface and utilize their memoryto deliver personalized andrelevant service
    22. 22. Case Study:Etsy
    23. 23. 6. Have A Good Memory • Demonstrate your understanding of customer goals, interests and attributes • Build the experience around them • Tailor content to them • Reach out when it matters to them • Pull vs. push • Tailor messaging and communications to match the customer
    24. 24. 7. Know YourProductsShopkeepers build trust bybelieving in and beingknowledgeable about theproducts they sell andshowing them off tocustomers.
    25. 25. Case Study:Toyls of Labur
    26. 26. 7. Know Your Products • Choose products you believe in and fulfill your vision • Do inventory to be sure everything is up to date and on point • Content Audit (more to come) • Evolve your stock over time to ensure your offering is meeting user needs
    27. 27. 7. Know Your Products • Content Audit • Inventory and assessment tool to help manage and maintain content, ensuring it meets stakeholder and user goals • Assess each piece of content against a series of criteria, determine if it’s acceptable, needs improvement or no longer necessary and take action • Repeat on schedule to ensure content is current, effective and properly maintained
    28. 28. 8. Structure YourEnvironmentShopkeepers know how to setthe stage to show off theirproducts, from windowdisplays and merchandising totagging and packaging.
    29. 29. Case Study:Amazon
    30. 30. 8. Structure Your Environment • Graphic design and interactive elements are key, but so is structure • Arrange shop furniture to fulfill user behaviours and business needs • Information Architecture • Group products together artfully to paint the picture for customers
    31. 31. 8. Structure Your Environment • Information Architecture • The art and science of organizing information, merging content, context and users into a cohesive structure • Content Modeling • Information Architecture for a single type of content, what goes where and why. • Well structured content can be easily adjusted to suit changing contexts, and re-used for other purposes
    32. 32. 8. Structure Your Environment • Don’t forget to label and tag items • Taxonomy • Build relationships between products to provide relevant referrals • Example • If you liked that, you might like this
    33. 33. Learning From The Shopkeeper 1. Start With A Purpose 2. Be More Than Just A Store 3. Talk With Customers 4. Have A Passionate Personality 5. Be A Part Of The Community 6. Have A Good Memory 7. Know Your Products 8. Structure Your Environment
    34. 34. Thanks!

    ×