How Great Content Drives Business Growth. Nicola Murphy, CEO, River

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1 How Great Content Drives Business Growth Nicola Murphy, CEO, River

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7 OUR APPROACH Content must act upon and within the customer journey

8 Holland & Barrett A Case Study 8

9 WHO ARE NBTY EUROPE? Holland & Barrett is Europe's leading retailer of Vitamins, Minerals and Herbal Supplements. A familiar sight in almost every major city and town across the United Kingdom and Ireland, where they operate over 750 outlets. Sports Nutrition high street retailer with 57 stores across the UK Health & wellness retailer in the Netherlands Health & wellness retailer in Belgium

10 RIVER AND NBTY EUROPE 20 A year relationship Holland & Barrett Magazine Healthy magazine in 1999 Healthy For Men in 2006, Growing into a body of work that encompasses magazines, brochures, digital content and social media activity for NBTY Europe s retail brands Holland & Barrett, GNC, Nature s Way and De Tuinen. In 2013, River commenced delivery of the Holland & Barrett Content Strategy producing online, and social media content to support their omni-channel development.

11 The UK s top-selling health and wellbeing magazine DK 11

12 DK 12

13 WHY NBTY EUROPE TURNED TO CONTENT The market challenge The health and wellness market has seen steady growth in the UK over the past decade and increasing competition, particularly from internet-only retailers, who are able to compete strongly on price. NBTY Europe briefed River to develop content that would build upon their expertise in the health and wellness sector, drive customer engagement and support sales targets.

14 EFFECTIVE CONTENT STRATEGY Follows the customer journey Trigger Returning Exploring So we deliver the right content At the right time On the right platform Experiencing Selecting To be monetized and measured Relevant to your brands Using Buying

15 EFFECTIVE CONTENT STRATEGY Pays attention to its role Trigger Exploring Selecting Buying Using Experiencing Returning Feelings Uncertainty/ Worry Questioning/ enquiring Decisiveness Anticipation Anticipation Happy/Sad Confident Content role Educate/ Inspire Educate/ Reassure Reassure Reassure Support/ engage Reward/ Cross-sell Reward/ Cross-sell

16 CONTENT STRATEGY 1. Increasing brand visibility at the point of need use content assets across multiple platforms and within multiple contexts 2. Using symbiotic content streams to create content as a clear consumer benefit and USP 3. Use existing and new content to add value to customers driving average transaction value (ATV) and lifetime transaction volume (LTV)

17 THEIR BUSINESS OBJECTIVES 1. To increase exposure to the NBTY Europe brands beyond the stores 2. To grow consumer engagement with content delivered by the NBTY Europe brands 3. To develop content that has a positive impact upon footfall and sales driving click-to-purchase (CTP) rates and average transaction values (ATV) 4. Staff commission 5. Deliver a contribution 17

18 THE APPROACH Increased and meaningful exposure Increasing brand visibility at the point of need Using symbiotic and established content streams Use existing and new content to add value to customers driving average transaction values (ATV) and lifetime transaction values (LTV)

19 COPE: Create. Once. Publish. Everywhere DM Catalogues Website How to videos In-store leaflets, POS Bookazines Five essential ways to take care of your mag s Healthy Facebook pages Native apps

20 NBTY CONTENT Our approach Increasing brand visibility at the point of need Leverage symbiotic and established content streams Creating new content to add value to existing customers In the UK, we developed content for Holland & Barrett to support the seasonal campaign The Good Life MOT to engage customers and drive them in-store to conduct a health check/mot Editorial was developed around 10 specific ailments/health related issues to address the specific concerns of customers, with specific attention to the time of year and seasonal impact.

21 HOLLAND & BARRETT CONTENT On-going content delivery programme Initially launched in Jan 2014 in conjunction with an ATL campaign The Good Life MOT Delivering a suite of content options that are known to drive engagement, ATV and CTO Deliverables across web, and social media Initially focussed on ailment coverage Developed to cover life stage, age and environmental factors 21

22 CONTENT DEVELOPED TO COMPLIMENT E-COMMERCE Creating more content to build engagement and increase dwell times Short form content Quizzes to drive interaction Video to increase engagement and dwell times 5 reasons. 3 ways with. Quiz Social Media & Video 22

23 THE VALUE OF CONTENT Increased Product Sales During the campaign period and forecast annual growth Higher CTO from content pages 36% higher when from content pages Higher Basket Spend 445% higher for omni-channel shoppers Increased Spend 9% net positive migration across the value segments Higher AOV from content page visitors 14% higher from content pages Increased Loyalty Participation 30k new RFL sign-ups in campaign period Increased Brand Reach Increase of 5k social media followers; total campaign reach of 12.3m 23

24 RESULTS Content delivers a boost to the bottom line 50% increase in sales of specific product lines ailment specific SKUS increased from usual 6% to 9% during the campaign period (January). 30,000 new sign-ups to the RFL loyalty programme from the specific MOT forms 445% higher basket size for omni-channel shoppers 2.9m increase in customer spend year on year 25% increase in cross category shopping 24

25 Lysa Hardy, CMO NBTY Europe The content that River has developed for us has performed way beyond expectations. There has been a measurable increase in both unit sales, basket size and engagement levels as a result. It just goes to prove that providing quality, useful and valuable content at the right point in the customer journey really resonates with consumers.

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