Retailer websites have become media sites….they are the source an incredible amount of content, and they are the platform for integrated ad campaigns. Amazon is the largest online retailer and brands need to have a core strategy around how to leverage this platform. Some very successful brands have abandoned traditional media outlets and invested their budget into Amazon AMS programs. The surge in product information online, transformative point of smartphone adoption and network speeds has led to a point where shoppers are increasingly doing their product research online. This same wave of adoption has opened the door for brand challengers to take eCommerce share from Brick and Mortar giants.
Transforming the way we shop. More and more, consumers are buying online. Did you know that now shoppers are leveraging online product listings – images, descriptions, ratings and reviews – for online and in-store shopping. 88% of shoppers on Amazon, use the Amazon site while in a physical store to gain knowledge about product features and availability, as well as perform price comparisons. The key concept here is that as a media site, Amazon informs shoppers driving both online and offline sales. Without reliable, complete information online, brick and mortar sales may fall off.
For organizations that do not have a clear strategy and capability to execute in digital commerce, they will see their share decline to upstarts. In general, the top performing brands online and in-store are different for this reason, traditional leaders have been slower to adopt and prioritize digital content with a shopper focus. Halo Top and Bai were both online brands that were able to take leadership positions in their categories online and use those to build a physical presence in-store.
What do shoppers want?
Shoppers may be driven by convenience, price, loyalty or other internal value. Brands must understand this and appeal to shoppers in their content. Sites, including Amazon, are not yet at a level of personalization, but brands must prepare for this in the near term. Being able to use the site layout and product pages to appeal to multiple types of shoppers. Developing a content strategy for today and in anticipation of near-term capabilities is critical, brands that do not do this will always be playing catch up.
Challenges are how to identify products online
The questions you should ask are – who owns our Digital Strategy for Amazon and how are we effectively building content to meet sales goals in 2018? Without that and a strong supply chain, you will fall behind in the content commerce space.