In a recent Internet Retailing webinar, Creating Shoppable Moments, we welcomed Grant Coleman, VP of global sales at Zmags and Ketan Shah, manager, business analysis, at Lyons Consulting Group, for a session on creating shoppable content.
After initial introductions, Grant Coleman of Zmags opened by highlighting some current trends in the ecommerce market.
• Expectations of the home page are changing: as consumers return more regularly it’s important to keep content fresh, relevant and engaging.
• Shopping with content is changing: important to make sure that experiences are put in context, as we move from the shop grid to the ’shop look’.
Ketan Shah of Lyons Consulting Group then took up the story.
• Brand engagement must be omnichannel: important for shoppers to see a consistent message and view, regardless of the channel.
• New technologies are disrupting the market: making the shopping experience easy and consistent remains important.
• Attention and on-demand delivery take centre stage: starting to see consumers expecting to buy online and not wait for a week for delivery. Two days or less is now much more important, as is keeping shoppers updated through messaging.
Three common client challenges
• Brand perception is easily distorted: complex processes to make site changes can exacerbate this.
• Content changes can be difficult: from approval processes, to the different multiple interpretations of what’s written.
• Time to production can be lengthy: technical code reviews, quality assurance process can slow up the process. “One of the ways we’ve seen client be able to make changes quickly is through technologies that cut out some of those steps,” said Ketan.
Grant Coleman followed by considering challenges in creating rich content with custom development, mapping out the current process from design, development and release, focusing on challenges that can limit the process, before explaining how Zmags’ Creator could help with that.
Case studies and demonstration
Case study: M&S How M&S’s international used Creator on its 14 international sites, with examples that included bringing advice into the school uniform buying experience.
Case study: New York and Company
How the fashion retailer used the technology to cross-sell and to increase cart values.
Case study: Neiman Marcus
How Neiman Marcus used it within the Rag & Bone lookbook.
Case study: Barbour
Tying selling into social media
Grant Coleman than demonstrated how the Creator technology was used in practical terms to build website content, looking at the backend and showing exactly how users go about making content changes.
The presentations were followed by a Q&A session.