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Birgitte Seest Marquart: How to improve sales with simple content marketing techniques

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Get an insight into the content machinery of Bilka.dk when Birgitte Seest Marquart tells about hands-on content marketing in one of Denmark’s largest web shops.

She will demonstrate how she creates relevant content for the customer through concrete examples and discuss the future communication challenges of Bilka.dk.

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Birgitte Seest Marquart: How to improve sales with simple content marketing techniques

  1. 1. HOW TO IMPROVE SALES WITH SIMPLE CONTENT MARKETING TECHNIQUES Birgitte Seest Marquart 04-11-2015
  2. 2. AGENDA • Who am I? • E-commerce at Dansk Supermarked Group • Content marketing on Bilka.dk • Concrete examples • Future content challenges for Bilka.dk - discussion 2
  3. 3. WHO AM I? E-commerce at Dansk Supermarked Group (2013-) • Content creation Human Ressource Department (2008-2013) • Communication within recruitment, e.g. job advertisements • Corporate website in 2013 Master in Journalism (2010-2012) Bachelor in Communication and German from Aarhus School of Business (2007-2010) 3
  4. 4. DANSK SUPERMARKED GROUP • Denmark's largest retail group • 1,400 stores in five countries • Employees almost 47,000 people 4
  5. 5. BUYING GUIDES • Helping the customers • Adding value to the online customer experience • The technology: Similar to products • 850 buying guides on Bilka.dk 5
  6. 6. BUYING GUIDES – 2 DESIGNS 6
  7. 7. BUYING GUIDES – DISTRIBUTION Landing pages 7
  8. 8. BUYING GUIDES – DISTRIBUTION Product detail pages 8
  9. 9. BUYING GUIDES – DISTRIBUTION E-mail after the purchase 9
  10. 10. THE CUSHION EXAMPLE The challenge • Lack of customer overview in the purchasing situation • Purchasing department: Focus on sales •  New buying guide The process • Dialogue with the call center and purchasing department • No matching cushions? • Picture • Informing relevant colleagues 10
  11. 11. THE CUSHION EXAMPLE 11
  12. 12. THE CUSHION EXAMPLE 12
  13. 13. WHY IS THE CUSHION GUIDE A SUCCESS? • Provides a complete (and simple) overview • Satisfies the customer needs • 10.000 unique visitors • Great increase in sales of cushions • One of the most effective buying guides • Customers return to purchase 13
  14. 14. OTHER SUCCESSFUL BUYING GUIDES 14
  15. 15. OTHER SUCCESSFUL BUYING GUIDES 15
  16. 16. OTHER SUCCESSFUL BUYING GUIDES 16
  17. 17. SIMPLE CONTENT MARKETING TECHNIQUES • Focus on customer needs and behavior • Use existing platforms and tools • Use knowledge within the organization • Keep it simple 17
  18. 18. THE CUSHION EXAMPLE Improvements for next year? 18
  19. 19. FUTURE CONTENT CHALLENGES FOR BILKA.DK Toys • Majority of sales in November and December • Less focus on content marketing in this product category • ”Prices and products” 19
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  21. 21. HOW CAN BILKA IMPROVE THE USE OF CONTENT IN THE TOYS CATEGORY? 21
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  24. 24. Birgitte Seest Marquart https://dk.linkedin.com/in/birgitteseestmarquart Dansk Supermarked Group Rosbjergvej 33 8220 Brabrand +45 8778 5000 dansksupermarked.com

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