Content and Technology in eCommerce - J. Boye Conference 15
Brands have traditionally built separate brand experiences and e-Commerce shops, hidden behind the familiar “shop” link. But this divide makes customers choose between content and commerce and creates one more hurdle to jump through. How many get lost on the way? These scenarios reduce e-Commerce experiences to a minimal feature set: browsing the catalog, checking out and customer self-service, such as checking an order status. The fundamental issue with this approach is that it does not span the entire customer journey, which includes awareness, engagement, browsing to purchase, service and subsequent loyalty. Added to this, too often the underlying technologies are poorly integrated, leaving consumers with inconsistent experiences across the buying journey. This is further aggravated by customer expectations of a cohesive experience across mobile, Web and other channels. Brands now know that building rich content worlds allows them to engage customers and capture their attention. Not only SEO is a major concern, but by fostering a dialog around the content and products, brands can build communities, encourage dialog and promote commenting regarding the topics which results spending more time on the brand experience. Every interaction with the brand can ultimately lead to a moment of truth, a conversion. And the technology should not stand in the way. Stores can easily see a 60% increase in sales by choosing the right approach. To add insult to injury, many companies struggle themselves in managing these experiences. Do you have a large team still coding HTML? Or putting text in multiple languages onto pictures in Photoshop? How about doing this in multiple languages or various variations for the different delivery channels? How about personalizing the consumer experience to increase conversions? The right technology can help free businesses of mundane tasks and put your creative resources to work on the task at hand: Creating better and more relevant customer experiences that convert. And such a solution should not have to mean that you have to engage in a costly re-platforming of your current solutions – it should help you transform your business into a consumer-centric brand one step at a time.
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Content and Technology in eCommerce - J. Boye Conference 15
- 2. 2 About Your Presenter Jochen Toppe VP Product Strategy @jochent #JBoye15
- 3. 3 About CoreMedia • Software Vendor, Founded in 1996 • Headquartered in Hamburg • Focus on Content and Asset Management • Member of the Janus Boye CMS Expert Group
- 6. 6 Bad Customer Experience Prohibits Conversions Have You Ever Abandoned a Purchase due to bad Customer Experience? Users That Would Purchase More Often if the shopexperience was improved 49%Never 37% Yes, o-en 35% Yes, once 28% Of users would not want todo without in-depthproduct descriptions 80% Source: “Cross-Channel-Einkaufserlebnis – Auf den Wohlfühlfaktor kommt es an!“ - Study of the ECC Cologne
- 9. 9 DM – Largest German Drug Store Chain With more than 2,900 stores and approx. 50,000 employees, dm is one of the largest drugstore chains in Europe. Source: Forrester Customer Experience Index Germany, 2014
- 10. 10 Lesson 1: Blend Commerce and Content Instant Conversion Once you have your customer’s attention, instantly convert by seamlessly integrating e- Commerce Engaging Content Content Marketing and Storytelling increase customer engagement, brandinteraction, and traffic
- 14. 14 Lesson 2: Personalize Long-Term Customer Interactions via Personalization: “Glückskind” Personal Content and interactionis adapted to the parent’s needs and the needs of the child according to age Product Recommendations Emotional, engaging content is interwovenwithcrucialproduct offerings
- 16. 16 Lesson 3: Engaging Content and Media Drive Interest Instant Conversion Once you have your customer’s attention, instantly convert by seamlessly integrating e- Commerce Engaging Content Content Marketing and Storytelling increase customer engagement, brandinteraction, and traffic 36% increase in online visitors 17% uplift in SEO-related sales
- 17. 17 Lesson 4: Mobile is a MUST Mobile Access Everything is responsive and adaptive – including image assets Content Reuse Content gets reused – reducing the number of people required to handle multiple channels while maintaining brand consistency Sales Increase Mobile sales are drastically improved throughbettervisiblity 60% increase in multichannel sales!
- 20. 20 Lesson 5: Include Point-Of-Sales in your Digital Strategy Media-Neutral Content Media-neutralcontentcaneasily be featured onanychannel
- 21. 21 In-Store and Online: A Symbiotic Relationship Source: Halbach, J.; Eckstein, A.: Das Cross-Channel-Verhalten der Konsumenten, ECC Köln, Köln. In-Store OnlineShop 14,2% 50,2%
- 23. 23 Lesson 6: Include Digital Assets in Your Strategy Easily Managed Tie assets and products together in metadata for advanceduser experiences andeasier management Adaptive Delivery Deliver assets to matchthe device’s needs and best user experience