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How Great Content Drives Business Growth
Nicola Murphy, CEO, River
Content must act upon and within the customer journey
OUR APPROACH
Holland & Barrett
A Case Study
8
WHO ARE NBTY EUROPE?
Holland & Barrett is Europe's leading retailer of
Vitamins, Minerals and Herbal Supplements. A familiar
sight in almost every major city and town across the
United Kingdom and Ireland, where they operate over
750 outlets.
Sports Nutrition high street retailer with 57
stores across the UK
Health & wellness retailer in
the Netherlands
Health & wellness retailer in
Belgium
A 20 year relationship
Holland & Barrett Magazine
Healthy magazine in 1999
Healthy For Men in 2006,
Growing into a body of work that encompasses magazines, brochures, digital
content and social media activity for NBTY Europe’s retail brands Holland &
Barrett, GNC, Nature’s Way and De Tuinen.
In 2013, River commenced delivery of the Holland & Barrett Content Strategy –
producing online, email and social media content to support their omni-channel
development.
RIVER AND NBTY EUROPE
11 DK
The UK’s top-selling
health and wellbeing
magazine
12 DK
The health and wellness market has
seen steady growth in the UK over
the past decade and increasing
competition, particularly from
internet-only retailers, who are
able to compete strongly on price.
NBTY Europe briefed River to
develop content that would build
upon their expertise in the health
and wellness sector, drive customer
engagement and support sales
targets.
WHY NBTY EUROPE TURNED TO CONTENT
The market challenge
EFFECTIVE CONTENT STRATEGY
Trigger
Exploring
Selecting
Buying Using
Experiencing
Returning So we deliver the right content
• At the right time
• On the right platform
• To be monetized and measured
• Relevant to your brands
Follows the customer journey
Trigger
Feelings
Content role
Exploring Selecting Buying Using Experiencing Returning
Uncertainty/
Worry Questioning/
enquiring Decisiveness Anticipation Anticipation Happy/Sad Confident
Educate/
Inspire Educate/
Reassure
Reassure
Reassure
Support/
engage
Reward/
Cross-sell
Reward/
Cross-sell
EFFECTIVE CONTENT STRATEGY
Pays attention to its role
CONTENT STRATEGY
1. Increasing brand visibility at the point of need – use content assets across
multiple platforms and within multiple contexts
2. Using symbiotic content streams to create content as a clear consumer
benefit and USP
3. Use existing and new content to add value to customers – driving average
transaction value (ATV) and lifetime transaction volume (LTV)
1. To increase exposure to the NBTY Europe brands beyond the stores
2. To grow consumer engagement with content delivered by the NBTY Europe
brands
3. To develop content that has a positive impact upon footfall and sales –
driving click-to-purchase (CTP) rates and average transaction values (ATV)
4. Staff commission
5. Deliver a contribution
THEIR BUSINESS OBJECTIVES
17
Use existing and new content to add value to customers
driving average transaction values (ATV) and lifetime transaction values (LTV)
THE APPROACH
Increased and meaningful exposure
Increasing brand visibility at the
point of need
Using symbiotic and established
content streams
COPE: Create. Once. Publish. Everywhere
Healthy Facebook pages
Five essential ways to take care of your bones @healthy mag
Emails
Native apps
‘How to’ videos
Bookazines
In-store– leaflets, POS
Website DM Catalogues
NBTY CONTENT
Our approach
Increasing brand visibility at the point of need
Leverage symbiotic and established content
streams
Creating new content to add value to existing
customers
In the UK, we developed content for Holland & Barrett to support the
seasonal campaign ‘The Good Life MOT’ to engage customers and drive them
in-store to conduct a health check/MOT
Editorial was developed around 10 specific ailments/health related issues to
address the specific concerns of customers, with specific attention to the
time of year and seasonal impact.
21
HOLLAND & BARRETT CONTENT
• On-going content delivery programme • Initially launched in Jan 2014 in conjunction with an ATL campaign – ‘The Good Life MOT’
• Delivering a suite of content options that are known to drive engagement, ATV and CTO
• Deliverables across web, email and social media • Initially focussed on ailment coverage
• Developed to cover life stage, age and environmental factors
22
CONTENT DEVELOPED TO COMPLIMENT E-COMMERCE
• Creating more content to build engagement and increase dwell times • Short form content
• Quizzes – to drive interaction
• Video – to increase engagement and dwell times
5 reasons…. 3 ways with…. Quiz Social Media & Email
Video
23
THE VALUE OF CONTENT
Increased Product Sales • During the campaign period – and forecast annual growth
• Higher CTO from content pages – 36% higher when from content pages
Higher Basket Spend • 445% higher for omni-channel shoppers
Increased Spend • 9% net positive migration across the value segments
• Higher AOV from content page visitors – 14% higher from content pages
Increased Loyalty Participation • 30k new RFL sign-ups in campaign period
Increased Brand Reach • Increase of 5k social media followers; total campaign reach of 12.3m
RESULTS
Content delivers a boost to the bottom line
25% increase in cross
category shopping
50% increase in sales
of specific product lines –
ailment specific SKUS
increased from usual 6% to
9% during the campaign period (January).
30,000 new sign-ups to
the RFL loyalty programme
from the specific MOT forms
24
£2.9m increase in
customer spend year on year
445% higher basket size
for omni-channel shoppers
Lysa Hardy, CMO NBTY Europe
“The content that River has developed for us has
performed way beyond expectations.
There has been a measurable increase in both
unit sales, basket size and engagement levels as
a result.
It just goes to prove that providing quality,
useful and valuable content at the right point in
the customer journey really resonates with
consumers.”
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