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Copyright 2008 Demandware, Inc. - Confidential Before We Get Started, a Few Housekeeping Items: To Join the Teleconference: Tel. 866-469-3239 or 650-429-3300.

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Presentation on theme: "Copyright 2008 Demandware, Inc. - Confidential Before We Get Started, a Few Housekeeping Items: To Join the Teleconference: Tel. 866-469-3239 or 650-429-3300."— Presentation transcript:

1 Copyright 2008 Demandware, Inc. - Confidential Before We Get Started, a Few Housekeeping Items: To Join the Teleconference: Tel. 866-469-3239 or 650-429-3300 # # Presentation Content: Slides and Webinar recording will be made available for download at www.demandware.com.www.demandware.com Email will be sent to notify you of its availability. Questions: Please ask questions via the chat function. Lauren Freedman, President, the e-tailing group Scott Todaro, Senior Director of Product Strategy, Demandware Webinar:

2 Copyright 2008 Demandware, Inc. - Confidential Webinar Agenda

3 Copyright 2008 Demandware, Inc. - Confidential About Demandware

4 Copyright 2008 Demandware, Inc. - Confidential 14 years e-commerce consulting Author, Its Just Shopping 50+ years traditional retail and catalog experience Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging Proprietary research studies on mystery shopping and merchandising, marketing and EMC (Evolving Multi-Channel Consumer), In-Store Pickup and Gift Registry E-commerce expert and frequent speaker at industry events, trade associations About the e-tailing group

5 Copyright 2008 Demandware, Inc. - Confidential Todays Agenda I.Why good content matters II.Telling the content story III.Content best practices IV.The e-tailing group checklist for best-in-class content `

6 Copyright 2008 Demandware, Inc. - Confidential I. Why good content matters reliant on robust content Consumers are reliant on robust content (text, images, and tools) to research across channels and make confident buying decisions educates shoppers Good content educates shoppers about the product and the category boosting their perception of your brand in the process confidence to buy Knowledge acquired via content gives customers the confidence to buy conversion The right information integrated contextually drives conversion return rates Smart content reduces return rates as customers buy the right product personal shopping Ideally, content can serve to replicate the best of personal shopping

7 Copyright 2008 Demandware, Inc. - Confidential Detailed product information is critical across categories Q3 from clothing (64%) to computers (52%) to consumer electronics (49%) the ARS eCommerce /e-tailing group Online Content Impact Survey

8 Copyright 2008 Demandware, Inc. - Confidential The quality of a sites content matters 77% of consumers are very to somewhat significantly influenced by the quality of online content Q7 the ARS eCommerce /e-tailing group Online Content Impact Survey

9 Copyright 2008 Demandware, Inc. - Confidential Shoppers are impatient when information is lacking 72% of consumers will abandon your site to go to a competitor or research further online; few return - for the lowest price Q10 the ARS eCommerce /e-tailing group Online Content Impact Survey

10 Copyright 2008 Demandware, Inc. - Confidential II. Telling the content story D. INTEGRATED MERCHANDISING Offers Customer-service Branding B. RICH MEDIA Zoom Alternative Views Video/Audio 3D Product Tours A. PRODUCT PAGE ESSENTIALS Imagery Text Product Descriptions Related products Ratings/reviews C. CATEGORY/CHANNEL-CENTRIC Product compare Syndicated manufacturer content Category content Rich media tools (view in a room, shop by outfit) Cross-channel content

11 Copyright 2008 Demandware, Inc. - Confidential Merchants rank merchandising features that deliver ROI Content plays an important role respective to imagery and education while category- centric elements receive lower marks Q7 The e-tailing group 7 th Annual Merchant Survey; 2008

12 Copyright 2008 Demandware, Inc. - Confidential The product page is a destination for consumers that should incorporate the best in text, imagery, tools, plus customer service information III.Content Best Practices Product Page Essentials

13 Copyright 2008 Demandware, Inc. - Confidential Consumers value the product page 52% spend 6 minutes or more on the product page when purchasing online Q6 the ARS eCommerce /e-tailing group Online Content Impact Survey

14 Copyright 2008 Demandware, Inc. - Confidential Product page rankings reveal informational hungerVery important ranking of all 26 features and functionalities charted in descending order of importance for selecting and ultimately purchasing a product Q14 (Top ranking out of 5) product overview (76%) Confirming the need for qualitative text, the most highly ranked is the product overview (76%) merchants guarantee (73%) Ranking next, the merchants guarantee (73%) reinforces the consumers need to trust before they buy stock status (69%) Third ranking, stock status (69%) reflects the need for products to be available when shoppers want them quality of the image (67%) Fourth ranking is quality of the image (67%) to ensure shoppers can visualize their potential purchase the ARS eCommerce /e-tailing group Online Content Impact Survey

15 Copyright 2008 Demandware, Inc. - Confidential 15 All the content bells and whistles must be in place Content Elements More views Close Up Full Set Fabric Content Matching Style Colors Other Products from the Brand Customer Service Links the ARS eCommerce /e-tailing group Online Content Impact Survey

16 Copyright 2008 Demandware, Inc. - Confidential 16 55% of consumers almost always or frequently (36%) click for more information if they find a product of interest the ARS eCommerce /e-tailing group Online Content Impact Survey Complete information engenders confidence Content Elements Ratings/Reviews Product Description Specifications Discussion forum Accessories Warranty information Installation and setup How to get it Returns Special Offers

17 Copyright 2008 Demandware, Inc. - Confidential Images of related products add appeal 72% feel viewing related products along with the product they intend to buy is very to somewhat important to their shopping experience Q19 the ARS eCommerce /e-tailing group Online Content Impact Survey

18 Copyright 2008 Demandware, Inc. - Confidential 18 Creativity in deployment reinforces brand proposition Content Elements The Facts Why We Love It Customer Reviews Care Zoom Additional Views

19 Copyright 2008 Demandware, Inc. - Confidential 19 Information means product details as well as stock status -All content elements on the product page matter -Time is spent viewing text (43%), followed by images (31%) and tools (26%) Content Elements Overview Hands-on research Features and specs Accessories Reviews

20 Copyright 2008 Demandware, Inc. - Confidential B. Rich Media Merchants have adopted a myriad of rich techniques that visually engage, sell and support shopping initiatives

21 Copyright 2008 Demandware, Inc. - Confidential Rich media plays an important role in enhancing the customer experience Q8 How has rich media impacted each of the following: Very Effective Somewhat Effective Neutral Somewhat Ineffective Not at all EffectiveResponse% Enhancing the customer experience22%30%12%1% 65% Increasing conversion rates13%28%20%1% 63% Increasing average order size10%19%30%2%0%61% Reducing return rates7%13%33%2%1%56% Among those using Rich Media it is still most effective for enhancing the customer experience although the percent ranking it as such dropped to 79% from 85% LY 2008 2007 Enhancing the customer experience 79% 85% Increasing conversion rates 66% 65% Increasing average order size 47% 47% Reducing return rates 35% 38% The e-tailing group 7 th Annual Merchant Survey; 2008

22 Copyright 2008 Demandware, Inc. - Confidential A picture is worth a 1000 words 94% consider it very to somewhat important when selecting and ultimately purchasing a product Q12 (Top 2 ranking out of 5) Alternative views (88%) and Zoom (85%) rank next in importance Women also rank all of these tools higher than men the ARS eCommerce /e-tailing group Online Content Impact Survey

23 Copyright 2008 Demandware, Inc. - Confidential 23 Content Elements Color change Audio Alternative views Ratings/ Reviews Product Tour Browse more items You may also like recommendations Rich media resonates with shoppers

24 Copyright 2008 Demandware, Inc. - Confidential 24 The views make the sale

25 Copyright 2008 Demandware, Inc. - Confidential 25 When looking at rich media tactics such as video demonstrations and flash images 30% of shoppers are somewhat more likely to buy that product the ARS eCommerce /e-tailing group Online Content Impact Survey Adopt video successes from the web and turn into selling vehicles

26 Copyright 2008 Demandware, Inc. - Confidential 26 Ensure customers are part of the action

27 Copyright 2008 Demandware, Inc. - Confidential C. Category/Channel-centric Tools Ones category is a critical factor moving beyond investing in the basics that can be used to differentiate and elevate your brand

28 Copyright 2008 Demandware, Inc. - Confidential Tools are essential to facilitate the buy Ratings and reviews (88%), product guides (87%) and comparison tools (81%) rank most important Q14 (Top 2 ranking out of 5) Over half of those surveyed also rely on demonstrations (55%) and video (51%), both of which we anticipate growing with greater merchant penetration Although the differences are minor, women and men favor different kinds of tools the ARS eCommerce /e-tailing group Online Content Impact Survey

29 Copyright 2008 Demandware, Inc. - Confidential 29 Customer control favors edit capabilities Beyond search compares ability to refine the assortment is welcome by shoppers

30 Copyright 2008 Demandware, Inc. - Confidential 30 Learning aids make your site a cross-channel resource

31 Copyright 2008 Demandware, Inc. - Confidential Syndicated brand content makes selling efficient where brand execution is consistent

32 Copyright 2008 Demandware, Inc. - Confidential 32 Consumers gravitate to tools that save time while merchants enjoy an increased AOV

33 Copyright 2008 Demandware, Inc. - Confidential D. Integrated Merchandising Content Integrating strategic elements on the product page and throughout the site experience extends their cross-channel value

34 Copyright 2008 Demandware, Inc. - Confidential Branded content can reinforce your value proposition at many customer touch points

35 Copyright 2008 Demandware, Inc. - Confidential 35 Integrated offers inspire shoppers

36 Copyright 2008 Demandware, Inc. - Confidential Take advantage of retail locators to promote cross- channel activity From promotions to store events and ultimately inventory access the locator is a multi-purpose destination for cross-channel shoppers

37 Copyright 2008 Demandware, Inc. - Confidential 37 Selling should be wisely integrated into your content 42 percent of shoppers spend more than half of their total shopping time researching online Krillion/e-tailing group Web/Store Cross-Channel Shopping Survey; 2008

38 Copyright 2008 Demandware, Inc. - Confidential Shoppers seek out customer service information Merchants guarantee (95%), helpful links (92%) and stock status (91%) top the list the ARS eCommerce /e-tailing group Online Content Impact Survey

39 Copyright 2008 Demandware, Inc. - Confidential 39 Elevate customer service via visual cues

40 Copyright 2008 Demandware, Inc. - Confidential Checklist for Comprehensive E-Commerce Content Product Page Essentials Start with a clear overview of the product Follow up with a long description for those who seek more information The quality of the image must be crisp and clear to give a true sense of the merchandise Suggest relevant products via premium real estate including the product page and shopping cart User-generated ratings/reviews add a personal dimension to the shopping experience Stock status should be shown to address any availability challenges Rich Media and Category/Channel-Centric Tools Take advantage of rich media incorporating alternative views, zoom and color change Relevant tools can embellish the basics where product compare and video should be assessed on a category basis Leverage manufacturer content through syndication and other means to extend customer experience Embellish retail locator to drive cross-channel traffic Integrated Merchandising Offers can be integrated effectively throughout the site to trigger the sale Branding and customer service messaging reduces the risk for first time shoppers making your brand more accessible

41 Copyright 2008 Demandware, Inc. - Confidential Can you bank on your content? Lauren Freedman President the e-tailing group, inc 773-975-7280 lf@e-tailing.com www.e-tailing.com


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