using creativity + content to compete with amazon · 1 company overview 1 using creativity +...
TRANSCRIPT
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CompanyOverview
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UsingCreativity+ContenttoCompetewithAmazon
May30,2017
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Welcome!
HousekeepingItems
• Askquestionsinthechatbox• Replaywillbeemailedinafewdays• Forslides,[email protected]
LindsayMooreVP,Strategy
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StartwiththeCold,HardFacts
Onlineholidaytrafficin201633.8%SKUs(notincludingmediaorgrocery)419,576,537
52% UShouseholdsarePrimesubscribers
https://www.digitalcommerce360.com/2017/01/18/amazon-captures-third-online-visits-holiday-shoppers/http://www.spscommerce.com/blog/holiday-shopping-results-2016/L2– HowAmazonisDismantlingRetail,April2017https://www.statista.com/topics/846/amazon/
$2.2B 2016adspend
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BrandLoyalty?Sometimes.
CPCStrategy- http://www.cpcstrategy.com/blog/2017/02/compete-with-amazon/>https://www.forbes.com/pictures/fekg45eljh/categories-where-customer-loyalty-is-on-the-decline/#e40905260b39
CategorieswithLoyaltyDecline:
- Soup- Overthecountermedication- Mouthwash- Tissues- Toothpaste- Shampoo- Fruitjuice- …
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BrandLoyalty?Sometimes.
Loyalistsbuybasedon
emotional factorsversus
repeatbuyers.
http://www.adweek.com/brand-marketing/infographic-multicultural-millennials-take-brand-loyalty-seriously-174416/https://insights.fb.com/2016/11/01/modern-loyalty-love-in-a-time-of-infinite-choice/
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‘Experience’KeepsCustomersLoyal
https://insights.fb.com/2016/11/01/modern-loyalty-love-in-a-time-of-infinite-choice/
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GoodThingAmazon+Wal-MartAren’t‘Brands’
+6morebrands
$28BinApparelSalesin2017
http://www.cnbc.com/2017/04/05/amazons-fashion-brands-are-growing-rapidly--but-itll-take-awhile-to-catch-macys.html
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Wherecan youcompete?
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Experience
Millennialsspendmoneyonadesirableexperienceoreventoverbuyingsomethingdesirable78%
https://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdfhttp://adage.com/article/digitalnext/consumers-experiences-things/299994/
Spendinggrowthin“Non-essential"categories22%
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FedEx- https://thejourney.van.fedex.com/
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Inspiration
https://www.consumerbarometer.com/en/graph-builder/?question=S29&filter=country:united_states,canadahttps://www.bigcommerce.com/blog/marketing-psychology/
consumerslooktoonlineforinspiration anddiscovery40%
"Storytellingisthenewcompetenceinbusiness.“ScottGalloway– L2
Consumersthink decisionsarebasedonrational analysisActually emotions playadominantroleLogicbacksuptheemotionafterthefact
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Serena&Lily- http://www.serenaandlily.com/mix-match-your-pillows.html
• Makeitfun!• Givecustomersthebase,butletthemcustomize
http://www.serenaandlily.com/mix-match-your-pillows.html
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Curation
Choiceparalysis
https://hbr.org/2006/06/more-isnt-always-betterhttp://blog.360i.com/reports/4-insights-consumer-indecision-choice-paralysis
Womenexperiencechoiceparalysisonemotional
decisions,suchasshoppingforclothes
• Candeterapurchase
• Canreducesatisfactionwiththedecision,evenifit’sagoodone
57%
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Curation- https://www.hush-uk.com/customer/pages/how-to-wear-summer-denim
• Pickatheme
• Makeitrelatable
• Makeitaboutthecontent,buteasytobuy
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Snackable
Wehavenoattentionspan
Self-Estimatedat5minutes
Actually31 seconds
https://thenextweb.com/socialmedia/2015/06/08/why-your-brain-wants-to-check-facebook-every-31-seconds-and-how-you-can-stop-it/#.tnw_JFjF8wEohttps://hbr.org/2015/06/conquering-digital-distraction>
Students
Adults 3 minutesbeforeswitchingtasks
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Tibi - http://www.tibi.com/shop/features/tibi-on-the-street
• SameURL– frequentlyupdated– promotesrepeatvisits• Staysontopofthetrends
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Relevant
Heretoday.Gonetomorrow.
https://www.textrequest.com/blog/how-many-emails-do-people-get-every-day/https://www.businessoffashion.com/articles/intelligence/fashion-trends-still-exist
1.3M piecesofcontentonFacebookeveryminute
205.6B emailssentperday
Twoweekstotakeaproductfromdesignstudiotoitsstores,whichfeatureover10,000newdesignsperyear.
Dropsnewitemseveryday
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NewYork&Company
• 6:30pmrunwayshow
• 9:30pm contentlive+shoppable withemailpromotion
Doesitgetmorerelevant!?
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Recap
• AnExperience• Inspirational• Curated• Snackable• Relevant
“Byelevatingvisibilityofeditorialcontentacrosstheirbrandsites,enhancingshoppability,andincreasingutilizationofuser-generatedcontent,brandscanimproveconversion.”
L2Content+GuidedSelling,Oct2016
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Questions?
InterestedinLearningMore?
[Webinar]“Bye,Bye,BlackFriday:ExtendHolidayShoppingwithImmersiveContentExperiences
[Challenge] 15MinuteContentChallenge
[Ebook]APracticalRoadmaptoEcommerceContentthatConverts