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Fashion & Lifestyle eCommerce min read
Did you know that when people hear good stories, their brain releases oxytocin which as a result, makes them spend 56% more money? Or that 77% of users who viewed a shoppable site found it easier to navigate and 66% of them got enough information to make a purchase decision? Looking at these numbers, it’s quite clear that shoppable content can be a valuable asset and revenue booster for businesses. Let us show you why the road from inspiration to conversion is shorter than you think.
Even though stories accompanied products long before content marketing became a trend, they were never fully integrated in the shopping process. The most recent shoppable content technologies and strategies emerged when businesses realised they had to satisfy a prompt purchasing desire that inspiring content (such as the one that you read in fashion magazines) creates in the hearts of readers.
It’s with this idea in mind that, back in 2014, we at Stylight launched our own shoppable magazine. Noticing that users do not take too much time anymore to consume content, yet consume content whenever they have time, we saw a lot of potential in shoppable content. By reducing the number of steps users have to take between inspiration and purchase, we manage to acquire additional traffic on our own platform with our shoppable content, but, most importantly, to boost traffic on our partner shops’ websites.
The result? In the blink of an eye, we turn qualified readers into buyers.
They say “Content is King”, but there are definitely some differences when this concept is applied to retailers and e-commerce companies.
We mentioned it above: people’s time is limited, and wasting it on irrelevant content won’t do you any favours when it comes to user satisfaction. So what is the recipe for successful and valuable shoppable content when you belong to the e-commerce industry? Here are four tips for you:
The launch of our magazine back in 2014 was just the beginning of our shoppable content strategy. Once our knowledge of successful content was strengthened, the next step was to use it to give special visibility to our partner shops. We, therefore, developed solutions in order to answer our partners’ most important needs:
With these needs at heart, our product offering grew from one magazine to a portfolio of almost 10 solutions to help our partners grow. For us, merging our knowledge about what users want and what brands & retailers want was proven to be very successful for our partners; so successful, that in 2019, 40% of partner shops which booked a paid shoppable content placement, rebooked at least one more.