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Attract, Engage, InspireJuly 26, 2016 The Winning Approach to Content & Commerce

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#BW welcome to todays webinar: Attract, Engage, Inspire: the winning approach to content and commerce. A few quick housekeeping notes this webinar will be recorded and available online in a few days. We welcome you to submit questions at anytime during the webinar using that chat function. We will have a q&A session at the end. 1

Borrowing a play from the winnersFinding the right platform fitQ&A What well cover

#BW: Heres what well cover today. 2

Borrow a play from the winners

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#KM hand over to EK

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Original content that educates & inspires

#Content is your counter to the price and convenience pressure that amazon and others are presenting

REI does a great job at mixing product content and Editorial & Lifestyle content to help the shopper find what shes looking for while inspiring Expert Advice, Classes, REI Adventures Trips, Shop All Camp & Hike GearLeveraging imagery & video in a pleasant & delightful way4

Clever use of Rich Media

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Educate them

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Social engagement from brand ambassadors

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Personalize the experience

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Personalize the experience

#Social/community

Member EngagementKnowledge articles and news

Books, digital, training, events and merchandise

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Educational/Guided Selling

#Educational/Guided Selling

Increased product documentation downloads, stock enquiries

Content Marketing SEO for emerging markets

Significant volume of products now sold direct

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Reseller/sales enablement

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ARE YOU READY?

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#Kerry14

ASSESS YOUR CONTENT + CONTENT MATURITY

#Kerry15

FIND THE RIGHT PLATFORM

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Platform optionsWeb Content ManagementEcommerceWeb Content ManagementEcommerceCaptiveSide-by-SideSingle PlatformOrEcommerceWeb Content Management

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Captive

#Pros is its 1 platform and implementation if focus is ecommerce shouldnt be a problem

Missing opportunity to merge content onto PDP

Missing opportunity on recipe page to sell product

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Side-by-side

#Pros is digital marketing and ecommerce can work autonomously

-store can focus on sales-digital marketing can focus on driving engagement and foot traffic to retail partners and retail promotions

Missed opportunity with cross selling with content to ecommerce 19

Single PlatformInspirational, educational and inspiring

Seamless content and commerce

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THE IDEAL CONTENT/COMMERCE WORKFLOWInsightPersonaliz-ationContentBuying ExperienceCampaignsTestingCatalog

FulfilmentCustomer ServicesPricing and Inventory

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Use Personas for best resultsAttractEngageConvertCareLanding PagesSEO structure and contentPersonalized experiencesLocalized and adaptive experiencesIntegrated campaignsSite search and navigationFAQ ContentUsage GuidesCommunitiesCustomer Personas

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Takeaways You cant do it all: Pick 1 or 2 Content & Commerce combinationsFocus on 1 aspect of the customer engagement cycle: Attract, Convert, RetainUnderstand the buyer in that stage: what are they looking for?Consider content ROI (the best content may not be the most cost effective)What content is easiest to enter into your CMS or Commerce platform?

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Q&AThank you!Ed Kennedy

Download the whitepaperhttp://www3.luminoslabs.com/Content-Collision.html edward.kennedy@luminoslabs.com

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#BW

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About Luminos Labs Digital Commerce Consultancy. Global team, Local feel.Over 30 implementations; Client online revenue >$400MM Omnichannel Retail & B2B eCommerce specialists

Project Management

User ExperienceDesign

SolutionArchitecture

BusinessAnalyst

QualityAssurance

Development

Managed Services

ImplementationStrategy

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