This article goes into more detail about the Amplience Content Audits for Lingerie to give retailers more insight into best practice content strategy.
The Amplience Content Audits are carried out at category level because this allows us to follow a realistic customer journey, and look at the relevance and consistency of content to support the shopper missions.
The table below shows how retailers score against the Brand Dimension
When we look at how retailers content varies, we get a better sense of how well the content is supporting the brand and creating an engaging and effective dialogue with the shopper.
In the example below, we compare the landing pages for Debenhams and Marks and Spencer. M&S have a regularly updated landing page that is relevant to seasonal shopper missions and fully reflects the brand from both the images used and the copy. The page has a clear structure that also signposts major categories.
By contrast the House of Fraser page features a generic set of images above the fold that are simply signposting the shopper to the relevant sub-category. Further down the page there are some lifestyle images, but the section of the page that the shopper will first be greeted with is devoid of tangible brand personality.
There is generally considerably less content on mobile versions of sites, and less so on apps, as the table below illustrates.
The following chart shows the difference in experience the shopper gets when they follow the navigation to lingerie on Debenhams desktop vs mobile page.
On desktop, the shopper sees a Lingerie Landing page that includes plenty of lifestyle images. These contribute to the brand positioning and the engagement of the shopper by showing product in context and in a more interesting setting.
Debenhams mobile version doesn’t have a Landing page, therefore the shopper goes straight to the mobile PLP which gives the shopper a very generic shopping experience.
Some retailers are investing in carrying the content through to the mobile and app, which will be important to develop and retain the uniqueness of their shopping experience as people gravitate towards mobile as their primary channel.
Across the Lingerie Content Audit, we’ve found a wide variety in both content standards and the content types used to sell lingerie.
As well as looking at product information at individual product level, we look at consistency of image at PLP level and we see variations in the images retailers chose as their hero image.
We are seeing improvements in the consistency of images used on PLP and also across the product range.
Better consistency gives retailers their own unique and identifiable look (linking back to the brand identity that can be created by content) and gives a more pulled together look overall.
The customer benefit is likely to be the ease of browsing and comparing the range to find the products that most match their personal product criteria.
A few years ago, rich media was a real buzz word and technology has evolved today that allows retailers to build engaging and immersive shopping experiences.
On a practical level though, we see little evidence of this technology in use. Instead we have content that is often disconnected from the natural customer journeys.
Below are some examples of typical rich media experiences.
We see video in Debenhams buying guide and blogs which provide links to relevant products.
For the Amplience Content Audits we measure the volume of content types that are produce, and this would include the regular production of editorial for the reviewed category. M&S are leading the way in the frequency of category level articles and their blogs consistently link to relevant products, although the blog isn’t shoppable in itself.
There is a lot of scope for retailers to improve in this area, and particularly focus on how they generate and measure commerce from content.
Having great content doesn’t guarantee that your customers will actually see it. The Amplience Content Audit has revealed that content is often placed outside of the natural customer journey, and most retailers don’t score well on the Access Dimension.
Debenhams do score well, but this is mainly because they have a footer that includes links to their buying guide and blog on every page. Technically the customer has access to content all of the time, but this isn’t well signposted visually.
Other examples of good content access are few and far between. Debenhams signpost their lingerie buyers guide across the range, and M&S signpost some of their lingerie content on the navigation panel.
The Amplience Content Audit is a valuable tool that retailers can use to define and scale effective content right across their range.
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