Susan Brady discusses The evolving role of product content at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.

1. The Evolving role of Product Content
for the Multichannel Retailer
Susan Brady
086 215 4915
@susanbrady77

7. In the offline world what factors
influence when shopping?
• The look
• Layout and atmosphere
• Experience in store
• Sales person
• Feel
• Quality
• Ease of Use

8. What is Online Product Content?
• Copy
• Imagery
• Video
• Attributes and filters
• Merchandising

9. Copy
• Develop inhouse style to keep tone of voice
consistent
• Mirror this style in all communication and
across all media
• Ensure the copy fully describes your product
without using overly technical language
• Talk about benefits and features rather than
spec.
• Stay concise and on point

11. Imagery
• Shoot all angles
• Offer 360degree views
• Use a zoom feature
• Shoot the product in use as well as cut out
• Display awards in image gallery

14. Why Video?
• Conversion is higher with video
– Conversion at up to 9% where +75% of products with video
• AOV is higher
– +75% of products with video – AOV $300
– 0-25% of products with video – AOV $177
• Types of video
– Instructional/demo – appliances and beauty
– Catwalk - fashion
– Installation – Self assembly
• Leapfrog the competition
• Feature on youtube with Link thrus as well as within your online
store
Source: http://marketingland.com/retailers-using-product-videos-report-much-higher-aov-conversion-rates-113436

15. http://www.charlottetilbury.com/ie/matte-revolution-red-carpet-red.html

16. https://www.net-a-porter.com/ie/en/product/352911/nars/the-multiple---g-spot

18. Video
• Stay under 30 Seconds
• Production quality – low or high?
• Video for the right product rather than all
products
• Online resources

19. Who does it well in Ireland?
• McElhinneys
• Harvey Norman
• Brown Thomas
• Littlewoods
• 53 degrees north
• Smyths

25. Where to start?
• No ‘one size fits all’ approach
• Look at your current content offering and
review
• Conduct competitor analysis
• What are the winners doing

26. Research
• Work to change and take the best from
industry
• Decide on
– Key Priorities
– Budget
– Resources
• Your product type and value may determine
the level of content you develop

27. Planning your Content Development
• Define style guides
• In house vs outsource
• Supplier imagery
• Cost factor
• Mobile / Responsive Solution

28. Leading the Content Conversation
• Building your relationship with your
suppliers/brands to get them on the same
page as you
• Make supplier and brands your cheerleaders
• Become their best retail outlet with your
forward thinking
• Feedback analytics to keep up momentum

29. Product Content Planning
Situation
Review
Planning
Production
Supplier
relationship
building
Go Live
Measurement
& Analysis

30. Thank you
Susan Brady
https://ie.linkedin.com/in/susan-brady-23b4b57
@susanbrady77
086 215 4915