One of the things that stuck with me from the Pulse eCom Summit was a comment on how the online stores today are becoming more and more #template based, #catalog like, #static "lookalike"s of one another. (I think it came from Anton Johansson 🙌 )
We are living in an age of infinite content, that everyone can reach, through social channels.
And every inspiration starts with #content, be it from TikTok, Instagram, Pinterest, or YouTube shorts.
Everyday, we’re talking about how the lines between commerce and social are getting blurrier. #Social #commerce is popping up at every event as the trending channel that all brands should be in, or be left out.
And while the majority of the online sales happens in digital flagship stores, do they really get the redoing that they deserve?
That brings me to the concept of "Content-Led Commerce"
In a nutshell, content-led commerce is about having content at the core of every step you have on your customer journey on your digital store - from the first landing, from inspiration to purchase, even to post-purchase, you’ll have a wide-array of dynamic, interactive, personalized and shoppable content experiences available for your customers to learn from, engage with and connect to.
Having a content-led strategy means;
📌 showcasing your products with real videos, instead of mere images,
📌 narrating the story behind the product, about the texture, the design, the material, etc.,
📌 telling the purpose of your brand, why you exist, what you serve for,
📌 bringing in the real-people behind your products to your experience, user videos, influencer videos, designer intros, etc.,
📌 building the trust by real-customer testimonials
📌 making each experience unique by personalized content...
Having a content-led strategy means having #real #interactions and establishing #real #relationships with your customers.
Your flagship store is your most important “owned platform”, enrich it’s experience as much as you can!
Your thoughts?
#DigitalFlagshipStores #ContentLedCommerce #EnrichedCommerce #EngagedCommerce
