Forrester, a market research firm states that the brands who prioritize customer experience are growing very fast when compared to those who do not. The retail customer experience is not just about the E-commerce storefront, the brands need to think Omni-channel. It includes all the touch-points from all over the customer journey, from shopping and checkout to communication regarding delivery and shipping. To compete in this digitally advanced world, the customer experience should be focused on as a series in the whole customer journey and not just uneven interactions.

Role of Content in E-commerce Shopping Experience

In E-commerce, content is the base and foundation for giving an exceptional website experience to the users. The importance of content in E-commerce cannot be neglected and it takes a lot of effort and time to figure out the best content strategy. It can be critical to integrate content into the online store without troubling the shopping experience. When the retailers compare themselves to the competitors, competing on prices alone is not sufficient. They should take into account the seamless customer journey and the valuable content which keep the users engaged.

Bringing Content and Commerce Together

The ways to marry content and commerce are as follows –

1. Driving Traffic: The first step is always to make the customer aware of the site and to drive relevant traffic to the site, there should be enough best-in-class content to become a reliable source. Once the customer is attracted to the site, the digital experiences should be more personal. To achieve this, the customer should be given the right piece of content during their buying process.

2. Omni-channel Content Delivery: The management of content is not new for E-commerce systems. Most of the E-commerce software systems are now resembling the content management systems to produce content on various channels. The experienced E-commerce businesses keep in mind flexible management of digital content experiences, link management, A/B testing, user management on various locations and content workflow on every content channel.

3. Increasing Conversions: Some of the buyers put the items in online shopping carts and wait for some offer/discount. Here comes the job of an E-commerce Manager to convert them into buyers by taking a follow up on the abandonment in carts, which ideally should be replaced by automated smart schedulers and scenarios. The proven strategy is to send an accurately timed E-mail along with sending the reminders successfully. In this way, the integrated CMS can become a comprehensive solution to aim this content.

4. Content-as-a-service: Today’s digital experience platform believes in content-as-a-service instead of taking a page-oriented view of the E-commerce website. When the retailer thinks about pages and not content, the customer experience results in less than satisfying. The users cannot be forced to follow a presumed hierarchy of content, instead, the marketers now use appropriate content management systems so that each user can determine his or her own journey.

5. Selling Internationally: The retailers can get a competitive advantage by selling early in the overseas market. There is a set of challenges in the operation of an international site like shipping issues, different laws and currency issues. From the perspective of content, the retailer should make sure that the CMS can manage content delivery in any language. This makes it easy to manage localized content and set up an international channel for the products.

6. Multi-channel Touch-Points: It is essential for E-commerce stores to form a centralized way to handle catalogues, product offers and all sorts of content on social networks like Instagram, Facebook, Twitter and Pinterest. Most of the E-commerce solution providers and CMS ensure to deliver content on multiple channels including the delivery of content on mobile.

bringing content and commerce together

 Is Content Really the King in E-commerce?

With an immeasurable increase in competition, the retailers and brands need to stand out and they can do this with a very simple thing: content. High-Quality Content helps you in defining your brand and showcase the core values. Creating an impactful customer experience is mostly about adding convenience and relevance to the present journey of the user. The retailers and brands can create a series of memorable moments for the users by providing personalized content for each of them by establishing a connection between product information, brand story and buyer context. When E-commerce and content are combined, together they can help in –

  • Establishing an impactful customer-oriented brand transformer with exceptional buyer journeys.
  • Delivering a relevant user experience specifically tailored for E-commerce niche.
  • Obtaining deep insights into Omni-channel user behaviour.

About SynergyTop

At SynergyTop, we create content in such a way that it helps your users take better decisions and establish your website as one of the customer’s favourites. The content marketing services by SynergyTop allows you to deliver persistent content which is consumer-centric on all the distribution channels. The experts with us are specifically proficient in delivering best-in-class B2B and B2C content & commerce experiences. Our experienced team is looking forward to support you through this process. Write to us at contact@synergytop.com