According to Adweek, It is now said that 81% of shoppers will actively research a brand before shopping their products, which proves the importance of the image of your brand - how your brand appeals to your potential customer base in the first moments when they come across you, can be the difference between a consumer choosing to shop with you, or taking their business to a competitor. Not only do your content and advertising strategies have to prove to the customer that they can put their trust in your brand, they also need to stand out amongst other campaigns and really catch the eye of those you are trying to target - essentially helping you become an authority in your niche..
When it comes to advertising campaigns, consumer trust is certainly beginning to waver, in fact in a recent article, The Drum states that trust in UK brands is at its lowest since the 2008 financial crash. With this in mind, bringing out the same old content strategy as you’ve always had is going to make it more and more difficult to attract new customers. Although you may have loyal, existing customers that like what you do, moving forwards, you need to attract new eyes and ears. But how do you come up with a brand-new content strategy that peers outside of the box in order to find new customers, whilst keeping the loyal ones you already have? We have found some great examples of retail brands that are now doing new and exciting things in the world of content.
Yoga-inspired athletic company Lululemon has taken the fitness world by storm with their ranges of gym wear for both men and women; but, rather than simply focussing on abs and toned thighs, Lululemon have put a strong focus on education and community, allowing them to become an aspirational lifestyle brand rather than just a fitness company. Lululemon explore the concepts of mindfulness, healthy eating and community, all of which they showcase throughout their social media channels and ambassador programmes. As the brand took off, not only did they focus on product design, but also education for their community of followers. As a result, they have over 2 million Instagram followers. Like many successful retail brands, their posts don’t just promote their products, they are also informative, educational and inspirational. This approach has them standing out from competitors, gaining the trust of the customer and therefore making sales (despite being a premium product with a fairly high price point).
Many would agree that IKEA have created an experience and not just a product. Going into their stores is a day out in itself, somewhere you can grab a bite to eat and even get your kids looked after! This message of fun, adventure and innovation continues into their marketing strategy allowing consumers to associate IKEA with a place of ease, value for money and something familiar. Their content strategy focuses on allowing the customer to visualise IKEA products in their own home, to help them choose which products are best suited to them. This is all done via the IKEA augmented reality app, IKEA Place. To avoid buying a product that is too big, too small or simply doesn’t really fit in your home, the app will allow you to use the lens of your iPhone, or android smartphone, camera. Place any 3-D object into the room and you can even walk around, getting a feel for the product as if it was really there. You can even leave the room and come back. This app is revolutionary in that it helps gain the trust of customers so that they can visit the store and confidently buy something they won’t have to return. The app, quite simply, encourages customers to shop at IKEA, rather than go elsewhere.
Loved by millennials everywhere for stocking their own fashion ranges as well as much-loved brands, ASOS is known for being in the moment, bang on trend and one step ahead when it comes to wearing this with that. Their high engagement rate means they’re extremely relatable, particularly through their use of on-site video content, containing short, snappy tutorials and style advice. As well as publishing engaging videos, ASOS also utilise the hashtag #AsSeenOnMe to include customers of different ages, shapes and sizes who are wearing ASOS, to bring together an ASOS community. Using hashtags in this way is a fantastic way of sharing your brand’s content worldwide. Select users of the hashtag will be featured on the ASOS Instagram page, giving customers an incentive to not only buy that new coat, but also post about it online and contribute to increasing brand awareness in the target demographics.