Creating a Culture of Content
In the new age of retailing, where consumers expect highly engaging digital commerce experiences at every touchpoint, retailers need to differentiate. One of the most impactful differentiators that keeps consumers coming back to your site is a unique blend of content and commerce.
Most retailers have a niche — whether it's home furnishings, teen apparel, baby gear, etc. — that can be used to their advantage when competing against Amazon.com and other cross-category behemoths. These retailers have domain expertise within their vertical market, making them the perfect go-to source for original content. This content could include instructional videos, product configurators, expert advice and how-tos, and user-generated photo collections. That said, the content should be dependent upon what your particular audience wants.
- Companies:
- Amazon.com