These Content Marketing Trends Are Transforming the Retail IndustryBy Joe Lazauskas March 26th, 2014
Fifty-four out of a hundred consumers now say they would consider ending a relationship with a retailer that fails to directly deliver tailor-made, relevant content to them.
That’s the reality of the world retail brands live in today. They need to become masters of delivering the right content, to the right people, in the right places. A perfect formula doesn’t exist, but a few brands are emerging as publishing pioneers, creating rich, targeted content that drives sales and engagement. And now that companies like Nike offer wearable technology and interactive apps, retail brands are even helping consumers tell their own stories.
Contently’s new e-book, “State of Content Marketing: Retail,” examines the retail industry’s most important success stories and trends, such as:
The new Vogue
It’s not just about being in Vogue anymore—it’s about being the new Vogue. That’s the mindset of new-age retail brands like Net-a-Porter, which recently released a glossy print magazine, Porter, which rivals the world’s best fashion magazines in quality and star-power. Gilt Groupe’s DuJour and Saturdays Magazine have also entered the publishing game with surprising success.
Facebook “Likes” can be a useful gauge of a brand’s impact, but the top 100 retailers on the network only average a 2 percent engagement rate. The social scene is shifting quickly, and the need to understand what social sites are most effective for driving engagement is crucial. Pinterest, for example, tripled revenue for some online retailers on Cyber Monday, while others still struggle mightily with social content.
Retailers can also connect with their consumers by pulling back the curtain. Some have launched their own in-house fashion publications, while a slew of other brands have created stories and short documentaries that tell their product’s story in an intimate and engaging fashion.
The surge in mobile usage has made it possible for brands to locally target their customers to the point where relevant reminders and coupons can be sent to your phone when you are near a specific store. Companies like Macy’s and Walmart have been using this geotargeting strategy for a few years, and one brand is breaking new ground, using iBeacon technology to connect with consumers and drive conversion rates in the high teens.