3 Online retail case with perfect combination of content and business

Recently, we have just come to the intersection of content and commerce. A variety of retail sites have sprung up, with the same typography as magazines, lots of photos, and exciting videos, all designed based on the idea of better selling products.

We've found three of the most representative cases on a number of retail sites, not just a blog address or just a list of items that need to be sold, and they have been incorporated into a compelling retail experience.

Mr Porter's picture of the costume was chosen for the 70 's.

Login Mr Porter the high-end business men's retail website associated with Net-a-porter, a luxury retailer, feels more like opening a magazine than entering an online mall.

This is not surprising. The editor of the website, Jeremy Langmead, a former editor of Mr. UK, is very familiar with the magazine and retail industry.

These sites are meant to subvert traditional editorial thinking. Through these articles, you can learn how to be a decent guest at a dinner party, can also read a fashion music artist, can also learn to put 5 bottles of good beer in the carry-on suitcase story, as well as the story of the global tourists, of course, also pack Lauren Model-horse King Zinacho Figueras.

These fragments have been carefully assembled. In some cases, they were filmed or filmed as a group of photographs, such as a 70-year image. Of course, the big button that encourages you to buy items runs through. It also reflects the importance of shopping in Mr Porter today.

The site launches 8 articles a week around its catalog, along with a special edition: style guide, matching suggested EAPC (e.g., how to choose a tie based on the color of the shirt) and the video guide, etc.

The content editing and typesetting of this website has formed its own style. Once this style attracts you, you are a few steps away from Mr Porter's shopping cart.

Helicopter was founded in 2009, is a sales of high-end household items Flash online sales website. Earlier this year, the company acquired a name for helicopter design, a design company known for its magazine Domino.

Now, one Kings Lane has integrated the Domino content into its retail products. The sale of bed linen is about how to fold the good sheets of video playback, selling decorative painting is to guide how to display the painting salon. Chief executive Doug Mack said that the "five-day five-subject-room" event was initially developed, and that the exhibits were available for sale.

The site's content offers more than just an incentive for buyers to return to the site, but also gives them more confidence in buying our products, says Mack.

"In this part of household consumption, there is widespread anxiety about bad taste." We use (the instructional content on the site) to eliminate the anxiety that consumers are worried about making mistakes. "Mack explained.

This is a good example to learn: The company's current operating rate last year from 30 million to 1 billion dollars, 75% of the goods are repeat buyers.

Joyus, a retail website for female supplies, was founded in early 2011 and was formed by Google and the former manager of ebay, and has now developed into a comprehensive shopping site that uses video and has a collection of editorial experience. Website within the stipulated time, sell a series of luxurious clothing, ornaments and household items. Each item is fitted with a brief description-probably Shire. The main purpose is to give consumers a general understanding of the product and the method used.

The marketing approach to TV shopping is very useful, but shoppers may not be familiar with the marketing techniques in the TV Guide. For example, Tatcha's beauty paper, claiming to be able to remove excess oil on the face, inhibit the appearance of acne. To advertise Tatcha, Joyus hired professional makeup Matthew Van Leeuwen to prove that the paper had no credibility with the customer, whether they needed to put the product in their makeup bag.

This video not only benefits the product itself, but also greatly stimulates the user's buying behavior. Sukhinder Singh Cassidy, a partner, believes sales are more successful when buyers have seen 2.5 to 3.5 minutes of video on the site.

In addition to the three companies mentioned above, we also recommend a fashion brand Kate Spade's marketing model, which has also integrated content marketing into the online catalog. Flash sales Sites Gilt Home and Gilt ParknShop's new plate sales.

Despite the high quality of the latter both, gilt is significantly less resource-efficient than the Web site mentioned earlier. We also feel that, especially gilt parknshop, current content tends to be purely commercial rather than synthetic.

Also, we think Kate Spade will benefit from a long period of integrated marketing and choreography innovations, such as offering photos and videos that can be purchased, rather than being evasive about web content and business.

At the same time, magazines are starting to integrate business opportunities into their web sites. With the combination of the two, there is an interesting phenomenon that the strengthening of the behavior of electronic magazines and online retail editing is actually weakening.

———————————————————-

This article is compiled from @socialbeta exclusive content contributor @yvaineso

Original link: http://mashable.com/2011/10/24/commerce-content/