Elkjøp – content as core

Elkjøp – content as core
Johanna Jeppsson
08/06/2015
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Challenges and opportunities
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This is the web today
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And this is what the web soon will look like
4
We are all media houses
• All people can publish the content they whish to spread.
Private persons can even make money on being their own
media houses today.
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And so are companies…
• A company can acquire all media platforms they wish to
have, however the quality of the content within each touch
point is a prerequisite for a truly successful media house.
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Content plays an equal part in customer experience
The content is the reason for customers coming to a web site
• Content plays an equal part in the making of a really good
brand experience.
Content
• Traditionally this has been the online business
development process:
- Design -> Develop -> Put in content
A good experience
Design
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Functionality
However this is often the case…
• Still, many companies handle content as the last part of
for example a re-design. It is something that should be
inserted to the designed and developed pages.
We pretty much
know what to say
We can figure out
the content later
How difficult could it
be
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We already have
most of the content
We just need to drop
it in
Our intern can write it
The number of stakeholders
Internally and externally we have a lot of demands to consider
NOK
26,9 Bn
178
Total sales (2013/14)
owned stores
~8500
104
employees
franchise stores
7
Web sites
(5 omni channel, 2
pure players)
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The number of stakeholders
• The requests from stakeholders are many and most
purposes are good
• Content needs to be consistent in all touch points
- Tone of voice
- Content
- Timing
• Always a question of resources
- Staff
- Time
- System
- Customer’s span of attention
- Limited space on web sites
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How do we manage the challenges
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Content must be central
Silos are ineffective
• Making content central is the way to remain efficient and
have a consistent tone of voice.
Content
Content
-
-
-
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Elkjøp sees content as a true business value;
something the consumer came to consume.
Central coordination and management of content.
Make sure that all touch points are aware of the general
strategy and the campaign plans.
The more our content is spread the better. Share it
with everyone.
Involve the consumers. Initiate a dialog about what the
consumer want.
Content is dynamic. Must change and adjust to fit the
purpose and not the other way around.
PR
Print
Custo
mer
exp.
Content
Direct
mail
Content
Content
Website
Content silos
are ineffective
Social
media
Internal
komm
Email
mark.
Content
Content
Content
Elkjøp’s main content focuses
1. Make everything count
- Make sure that all content has a purpose and that this purpose is measurable.
The purpose should always be based on the customer’s need and the business
goal.
2. Omni perspective
- The basis of omni is to make the customers interactions with the brand as
frictionless and seamless as possible. Always create content which can be reused in many touch points.
3. Consumer behaviour
- Today it is too simplistic to say that people either buy online or in store.
Customers jump between online and offline however they choose and also
simultaneously – their behavior has changed and Elkjøp has to adjust to this.
4. Price/product as a hygiene factor
- Elkjøp operates in an industry where many customers are concerned about the
price of a product.
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Web-structure - Purpose of page
Elkjøp has a both horizontally and vertically
large product range. Our customers are
looking for so many different products and
services when they arrive at your site.
Thus, to get them to their product of choice
we have to steer them deeper into the site.
Start
page
Wide message when entering the site while
narrowing it down when channeling them
closer to their actual product of choice.
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Category
page
Subcategory
page
Product
page
Decision
Web-structure – Linking flow
Funnel
Customer Service – answer the
questions and remove insecurity
that the consumer might have.
•
Shopping online.
•
Preparing for store visit.
Funnel – lead the consumer deeper
into the site, closer to a decision.
•
•
What mental state do we think
the consumer has?
Can we segment consumers to
better guide them.
Editorials – always have a clear
path back into the funnel.
•
If we lead them “away” we must
lead them back.
•
What additional information can
we give the customer to make
them more confident?
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Start page
Category
page
Sub-category
page
Product
page
Decision
Synergies between store and web
The customer’s need is similar
Physical store
Entrance
• Clear understanding
of how to move
around - taxonomy
• Promote the brand &
business to the visitor
Store
front
Start page
• Clear understanding of
how to manage the site taxonomy
• Promote the brand &
business to the user
Web store
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Categorization
• Classification/filtering
(good, better, best)
• POS-labels
• Different looks for different
sub-categories
• Personnel
Category
Category/ sub-category page
• Taxonomy (filtering)
• Structure (sub-category)
• Guiding Information about
category
Product text
•
Sales personnel
•
Product text
•
Touch and feel
Products
Product page
• Product information –
tech & benefits
• Add-ons/services
• Social proof/reviews
• Images/video
• Recommended/similar
products.
Cashier
• Sales personnel
• Services
• Small add-ons
Purchase
Checkout
• Describe services
• Add-ons
• Different product choices
Service area
• Sales personnel
• Customer service at
center
• Services connected to
products
Service
Customer service
• Feeling of service
presence through out
the site (chat, interactive
guides, videos)
• Service area where all
information can be
found
How to work with this?
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Priorities
Make sure they are clear and relevant
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Sub-category & Product page
Challenge
Elkjøp has many different
product that all have
different challenges and
requirements.
The sub-category pages
and the product pages are
very important
components for the
customer journey. This is
where the purchase
decision is made.
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Creative
The campaigns to supplement product content
• Nordic campaigns
• Buying guides
• How to use
• CRM landing pages
• News
• Launches
• Brand building
• Brand pages
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Example: Innovative project with content as core
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Challenges and opportunities
Internet of Things
• Understanding: Internet of Things, smart devices and
smart homes are new concepts, functionalities which most
customers do not have a relationship to/with
• Cross-category: Connectivity and compatibility are
important in order for the customer to gain satisfactory
experience of the smart products
• Immature market: Few competitors in the Nordic market
have positioned in the market and even fewer have done
this with visible results
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“It’s not science fiction anymore – it’s science
fact. We are bringing the physical and digital
world together… it will revolutionize our lives.”
- BK Yoon, CEO Samsung
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What will we do?
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What will we do?
• Content-driven project with explanatory focus
• Lead traffic from relevant sources
- External marketing
- Partners and suppliers
- Internal spaces where customers are purchasing
(navigation and related sub-categories)
• A solution rather than “only” informative landing pages
since these are new types of products
• Present (and sell) products in a completely new way
• Omni perspective
- Same texts, illustrations and icons online as offline
- Linking to landing pages from POS-material
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First steps
• A/B testing of 4 different alternatives (published on
elgiganten.se)
• Adjust these solutions depending on quantitative and
qualitative feedback
• Depending on customer feedback:
- Create explanatory texts
- Create images which involves relevant products
- Make the design Elkjøp compliant and cross-channel
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Sketches
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Hover or click the green circles
whichinfo
product
See more
aboutthat fit
Together,
a
product and a Bundle
price for both products.
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Implementing the project
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Project management
• Setting priorities and
time schedule
• Drawing and discussing
the sketches on white
boards
• Ask for technical
development to display
the content beneficially
• Gathering products and
deciding on main
message
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On a (rare) sunny morning in Oslo…
• Inhouse production of photo and
video
• All products and models in one set
• Location: Ekebergparken, Oslo
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Raw images from photoshoot
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Video
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Final result
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The solution
•
•
•
•
•
A landing page with a lot of own produced content
An explanatory, interactive above fold solution
Loads of links to dynamic shopping grids
Related links
Rich media and usage focus
Live on elgiganten.se, June 4th:
http://www.elgiganten.se/cms/smart-traning/smart-traning/
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• Link collection with links to shopping
grid and related articles
• A wide image with people using
products
• The models used are Elkjøp
employees
- The three persons have different
training habits, which fits the
range we want to display with
this project
- If needed we can easily take
complementary or new images
and videos with the same models
- We are giants and want to show
of the best people we have as
ambassadors
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Interactive image above fold
• Rich in visual content
• Focus on the user and
how to use
• Internal linking to more
product information (you
will end up further down
on page)
• Imformative, yet fun
• Futuristic and Nordic feel
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Conversion focus below fold
• Explaining each product type in more detail
• Focusing on conversion, linking to shopping
grids
• Remain the visual feel as in the above fold rich
media
• Worked with headings to make it feel relevant
and fresh
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What did we use here?
• We are all media houses
• And so are companies…
• The content is the reason for customers coming to a web
site
• Many demands to consider (internally and externally)
• Central coordination and management of content
• The more our content is spread the better
• Content is dynamic
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Thank you!
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