The Winning 3 C’s to Smash the Retail Giants

April 9, 2015

Emakina / Quick introduction

About me

Brands I’ve worked for in UK and NL.

Emakina / It’s not all about price

It’s a crowded competitive market place Retail Giants know their strengths and use them well Is price the silver bullet? You’re the brand and have something they will never have! It’s the big trend for 2015.. Are you on board?

Emakina / What does your content look like and where does it live?

1. Home Pages (onsite)

Emakina / What does your content look like and where does it live?

2. Grid pages (onsite)

Emakina / What does your content look like and where does it live?

3. PDP - product detail page (onsite)

Emakina / What does your content look like and where does it live?

1. Home Pages (onsite)

2. Grid pages (onsite)

3. PDP ( product detail page (onsite)

4. UGC customer reviews – Social merchandising (onsite)

5. Blogs

6. You Tube click here

7. Pinterest

Emakina / How can I get the most out of my content? What makes a good content strategy? click here

Another example Mr Porter the Journal Digest. click here

Evergreen Content – It’s interesting.. Weeks, months after it was first published.. How to guides.. Great example ! Post it .. Then re tweet it.. To gain that second lift..

Look back at brands I managed.. The Good/Bad and Ugly !

Emakina / Scotch and Soda

Screen grab Scotch and Soda home page

Not the perfect harmony between brand marketing and e commerce

Emakina / Scotch and Soda

Take a step back to 2013 and the landscape then.

2 web sites 2 teams not aligned and sending confusing signals to the consumer

Process to create a blend of content and commerce on 1 site and aligning plans and calendars

Show end result – This is the look book SS15 click here

Not the perfect harmony between brand marketing and e commerce

Emakina / Under Armour

Where did the content live and challenges with brand team? ( will talk to this)

US take the lead other regions follow ( I will talk to this )

Example of baselayer content compared to Zalando.

Leveraging and sharing content assets across markets

ZalandoUnder Amour

Emakina / What are the challenges that brands have with content marketing?

• Who owns the content?

• Where is it located.. • Can it be easily

localized? • How do I get it from

the PIM .. Or other place onto the site?

• What’s the frequency of updating the content and who is the owner of updating it?

• Is there a process in place for this.. And does legal need to sign off before it gets published?

Lack of effective content marketing strategy

Budget constraints

Inability to measure effectiveness

Lack of cross-channel intergration

Lack of employee skills

Lack of variety of content types

0% 10% 20% 30% 40% 50%

Emakina / Content is full of advantages.. Here are just a few It’s great pull marketing.. Just think what you can do with all the

enticing content you have!

It’s Organic and Ever Green

Content is Like a fine wine. It matures, stays there being consumed talked about being appreciated and ultimately winning authority

Start tomorrow!

• Assign a content owner

• Inventory check on the content you have

• Are you maximising and then optimising your assets?!

• Let’s Smash the retail giants with your fantastic and relevant content!