Product + Content + Asset Management

Transcription

1 Product + Content + Asset Management Tools that improve efficiency and the bottom line Richard Tawney Director of ecommerce & Online Marketing, Lumens Shannon Wu-Lebron Former Director of ecommerce, Office Depot Ben Quigley VP Online Marketing, Healthy Directions Bernardine Wu CEO, FitForCommerce

2 Product + Content + Assets Oh my! Products Assets Content

3 More than a nice-to-have Critical Path Products Assets Content Articles, Blogs, How-To s

4 Asset Management

5 Content & Commerce

6 Product Info Onboarding Growth in ecommerce means more products, more information needed, more people-power better tools

7 AGENDA I. Managing Core Product Content Efficiently to Drive Advanced Functionality II. Core Product Content PLUS: Using Enhanced Media to Differentiate at Point of Purchase III. Beyond the Products: Turning the Unstructured into Structured to Address Upper Funnel Interest

8 About Lumens.com Richard Tawney Lumens.com was born in 2006 to become the web s best shopping experience for modern lighting, fans, furniture and home accessories for contemporary living. The collection of products found on Lumens.com is curated from top international brands and the world s most renowned designers. Built on a belief in openminded modern design, Lumens sets itself apart with a vast selection from more than 300 brands, with products ranging from clean, approachable design to ultracontemporary looks. Lumens.com serves as a resource for design enthusiasts, consumers who are remodeling or renovating, and the design trade industry.

9 Lumens: WHERE WE WERE Lumens.com had products from over 300 brands from vendors all across the world Over 150,000 items online and growing No standardized templates or process for collecting product content No architecture sophisticated enough to handle a streamlined workflow for publishing Large blocks of product content that weren t leveragable for site functionality

10 Lumens: OUR CHALLENGE Gathering and standardizing many different types of product content for over 300 brands Forcing vendors to be accountable for the quality and completeness of their information Having a management system that provides end-to-end workflow for efficient publishing Putting product content in a structure that will allow seamless integration in our website to power site functionality

11 Lumens: OUR CHALLENGE

12 Lumens: HOW TO SOLVE Know what you want Plan, plan, plan your content structure Organization commitment Hire the right people Processes will change Architecture Find a system that is structurally sound that you can customize Build a process The process begins with the vendor and ends with site functionality

13 Lumens: THE OUTCOME Automation with vendors loading products direct access to our PIM and using Lumens standardized templates Standardized structure for product content across all products in a category regardless of brand with Streamline process for launching products to our site with a detailed workflow for accountability and efficiency Many specific individual pieces of content and attributes which can be used for dynamically building site content and site functionality (product options, refinements, compare pages and configurators)

14 AGENDA I. Managing Core Product Content Efficiently to Drive Advanced Functionality II. Core Product Content PLUS: Using Enhanced Media to Differentiate at Point of Purchase III. Beyond the Products: Turning the Unstructured into Structured to Address Upper Funnel Interest

15 Why Is Content Important? SWL

16 How Much Content Is Enough? SWL

17 How Much Content Is Enough? SWL

18 Content Mgmt & Product Mgmt INTRODUCING PROMOTING SELLING RETIRING SWL

19 Content Ecosystem Mfg Prod experts Wholesaler PRODUCT CONTENT Industry experts Visitors Prod enthusiast Customers SWL

20 Rich Media Content Images and Videos are worth $1000 SWL

21 Unique and Customized Content VS. SWL

22 Key Takeaways Your customers love content The more content, the better Manage content at every step of the way Rely on your network of content partners Go beyond the basics be RICH Make it your own SWL

23 AGENDA I. Managing Core Product Content Efficiently to Drive Advanced Functionality II. Core Product Content PLUS: Using Enhanced Media to Differentiate at Point of Purchase III. Beyond the Products: Turning the Unstructured into Structured to Address Upper Funnel Interest

24 About Healthy Directions Ben Quigley Healthy Directions is the #1 direct-to-consumer source of natural health advice and doctor-formulated nutritional products. Established leadership in natural health and a spotless 20-year track record that demonstrates the kind of integrity and consumer trust that only time can build. Life-changing health guidance from our family of natural health experts, to give you the knowledge and confidence to take control of your and your family s health. Innovative products that incorporate the newest ingredients shown to improve wellness and quality of life. Doctor-developed formulas that are based on clinical experience with how ingredients actually work in the body and how they can improve your health and life. Premium Brands, Premium Products + Great Content. LOTS of it = Solutions for the healthminded customer

25 The Background Consumers do research, they are smart, SEO is important Search is huge and so is organic - 70% of the links users click on in search are organic Panda is specifically aimed at good vs. bad content According to Google, average touches prior to purchase have doubled in the last year The Upper Funnel is Moving Up! The three most important things for SEO are Content, Content, and Content * 92% of Online Marketers say that content creation is very effective or somewhat effective for SEO* 27 million pieces of online content are shared each day* Companies that blog have 434% more indexed pages with Google** * Brafton infographic 11/2011 ** Hubspot, 2011

26 The Challenge Loads of Unstructured Content In the Basement Thousands of articles, from Glucosamine Eases Arthritis Symptoms by Dr. David Williams to What is Urinary Incontinence? by Dr. Susan Lark Finite Staff Spaghetti platform (3 Different CMS across 5 Different Sites) Navigational Challenges (Product <-> Editorial Content) Supplements are a Considered Purchase Growing # of Consumer Touches prior to Purchase Not Delivering on Our Unique Value Proposition

27 The Solution Step 1: The Vision No matter where the customer is in their purchase cycle, give them what they want easily and right away Tons of bad behavior on the web, so not much to emulate Step 2: The Requirements - Structured User Experience Single Mapping/Nav Structure Content Database and Admin for Free-form content as well as Product Content Step 3: A Partner/Provider who Gets It What really is a blog?

28 Results Example Search Result Intuitive, easy experiences Nearly 100% growth in Organic search revenue in first 3 months of launch Organic Search Revenue 1 st Site with New Content

29 Summary We had great challenges, but also great opportunity How are we different and better than our competition? Content has to be a top priority Push to make the Unstructured the Structured Think about your customer first, not the technology What is a blog? Relevance, relevance, relevance Reach out to others with experience

30 Thank You to contact speakers Richard Tawney Director of ecommerce & Online Marketing, Lumens Shannon Wu-Lebron Former Director of ecommerce, Office Depot Ben Quigley VP Online Marketing, Healthy Directions Bernardine Wu CEO, FitForCommerce (973)