Retail

What many retailers miss?

Many retailers are sales driven, focussing on metrics like conversion rates. This is a good thing as far as it goes, but it lacks the long-term view. A case-in-point is the way mobile has come to the forefront in retail. In the US, 80% of shoppers use their smartphones to shop. This not only means that websites must be responsive to the device, but because mobile habits are changing so fast, the type of content contained in mobile apps is of vital importance.

If your app is packed with sales copy, as a retail app is likely to be, it faces high chances of abandonment. If on the other hand, you give the consumer reasons to retain the app, with relevant, useful content, the consumer is likely to stay.

Customer-centred, engaging copy make for long-term traffic, building brand loyalty and creating fans and evangelists for the brand.

Content must be context based

A visitor is not necessarily going to buy. It depends on what stage of the buying cycle they are at.

Are they “top-of-the funnel” (a new prospect)? At this stage a call-to-action asking them to buy is premature. Middle-of-the-funnel (leads being nurtured towards a sale) and bottom-of-the-funnel prospects all must have specific content tailored to their position in the sales funnel.

In general, the higher they are in the funnel, the less sales-oriented and more educational the content should be. Once they are ready to buy the sales pitch can be made effectively. And once a purchase decision has been made, you can try to upsell them with a bundled offer or similar scheme.

Content should consider the state-of-mind of the buyer. If you have, as you should, content across the web in places likeoff-site blogs, social networks, Pinterest, Instagram, you may catch prospects in a completely different mood, and a blatant call to buy would be completely misplaced. These are places where the content should be largely value-based and with only the slightest nudge towards your brand and website.

Content HQ can provide the kind of context-sensitive content you need to turn cold prospects into warm leads, leads into buyers and buyers into repeat buyers and fans.

We produce content of many different kinds and forms:

• Articles
• Social Media posts
• Blog posts
• Newsletters (online/print)
• Presentations (online/offline)
• Infographics
• Mobile content
• Mobile apps
• Magazines (digital/print)
• Videos
• Syndicated content
• Materials for in-person/virtual events
• Websites/Blogs

Content HQ can provide highly relevant, sensitive, value-based content that will not only build long-term, in-store and online traffic, but also will impact your conversions and sales positively.

Let’s talk shop.