Content & eCommerce
it’s again, personally, thanks God, i’ve got just the chance od interesting on hand experience, developing an eCommerce business, which it is as if a jungle with so many components and wide variety of components contents inside. It is indeed Booming in Indonesia, in Asia as it has been in other part of the world.
so i kind of intrigued to collect some important notes on the development of the eCommerce Service.
the challenge is getting even bigger when you are in a company with a very limited budget to set an awareness fire, while you’re a brand new Comer, wow… yeah.. everyone is there with huge bucks ready to appear at any corner of your browsers, directly popping out their products, just a click away to do it, online purchasing, online transaction, online payment, eCommerce rocks Indonesia!
so for other who is dealing the same challenge as i do, given with very limited budget of “selling” out your online-selling-online, but i believe I am here with so much creativity (sombong hehehe), i mean what else do i got? hehehe… yeah, this is one of our ikhtiar, so when Allah is giving us a heart to do things with good values, to return goodness to our live and after life, giving us brain and mind to keep everything in good control, to achieve goals we set on, and the strength to keep it all well executed, than, while everyone is having them on hands, we should have something in between! its (again differentiation), Creativity (ups, dont forget to equip with strategies & tactics – should be in smaller fonts karena ini kebetan yaa) Willingness, Speed!
memang doa saya juga semoga semesta mendukung, sering kali membuat down semangat dan cita2 tatkala semesta tidak atau kurang mendukung, sometimes it feels like ferrari driving on highway in Jakarta! sometimes i feel like i want to sing out loud, du du du du… sometimes i just feel like giving up, some other day, i feel like things must work out well!, so… be tough, hang on!
Creativity with Content for eCommerce
so, what the heck when i just have no budget to bring up the whole things on my online sellings? creativity and all of its effort? One of creativity you can bring up is the Content. I promise i wont say Content is the King (sudah bosan, alias bored heheh), ada yang bilang sekarang Content is the Queen because Content’s character is female (aga panjang, nanti kita bahas ya soal ini), kalau saya bilang Content itu Essentials, it is the core and it is the materials you bring in your Conversation with your consumers/user.
Google Algorithm of Search has been a lot and fast modified, or justified to the rapid growth of editorials, media, social media and such, and its very very paper thin relation in between with business, it is when everything, every dot is about to be connected, the Internet of Things, content is one of the parameter for Google to set up the url ranking.
So, if you done setting strategy with the covers, the timeline, the guideline, the supporting applications & tools, the measurements, do the strategies with Content. create the libraries, content can not and should not be expensive (literally),
well, this is requiring a different thinking, yang kadang melelahkannya ini, mencoba menjalankan strategi dengan niatan “not becoming expensive/costly” hehe, if it is not with the money or the budget then, it is with the creativity that’s dragging a volume which means dragging more resource to be involved in within. Discuss about the start of Organization Involvement, The Executives-Buy-In, apalagi nih ya? buat yang baru memasuki dunia Digital Busines, sedikit2 sedikit ya nanti dibahas.
*btw alias by the way, kalau perusahaannya cukup memiliki resource budget you count and calculate the whole framing reaching the goals effectively and efficiently, you can little cheer up and “forget” about starting with the intention of “not-costly-things”. Cause it is indeed needing much more (and effort) to talk, share times with HR Division and with your BOD as it is an organizational move (for companies with majority a digital business starter or in a transformational move). *agak tricky ya 🙂
Menurut saya, Outsourcing is the fastest way to add on spices on your content strategies if you or your company is not coming from the industry, cause the contents to be created is necessary to have certain flavour and taste, sehubungan juga apabila produk2 yang dijual di eCommerce kita berhubungan dengan selera tertentu bukan suatu yang common.
Contohnya, untuk perusahaan yang saya bekerja sekarang, company maupun peoplenya memiliki expertise yang sudah shaping di technology and internet, so if everyone is contributing for content production untuk material berkaitan dengan technology, this would be perfect. Hal ini masih membutuhkan dukungan dari HR dan BOD (as i mentioned the Executive Buy In and the organizational involvement), karena produksi content ini selain teknis kemampuan/expertise content, juga ada unsur willingness, eagerness, juga teknis yang terkait Job Loading, dan juga KPI quantity dimana terdapat parameter target dalam produksi content creatives. See where the lining is? is it seen silver or still unseen? hehe…we shall share it in other discussion
So, sambil belajar, kita baca klipingan dari beberapa blog, tulisan, journal di bawah ini ya:
The Marriage between eCommerce and Editorial Content
writtern by: Posted by Hiba Siddiqui on Nov 7, 2011
There used to be a time when e-commerce used to be e-commerce and editorial content used to be editorial content. That time is not now. Today, it is almost mandatory for every high-end e-commerce site in the fashion space to create its own exclusive editorial content to drive consumers to their site and to keep their product offering looking fresh. But when did e-commerce sites become magazines? When did marketing entail hiring ex-magazine editors?
In this new age of editorial content becoming increasingly important, there are a few online retailers who are at the forefront of creating high quality editorial content which subtly pushes consumers towards its product offerings and are as well known for their content as they are for their actual product offering. Mr. Porter and Shopbop are definitely among this new breed of online retailers.
Mr. Porter is the online brother site to net-a-porter.com and is focused on high-end men’s fashion. Mr. Porter not only presents consumers with a broad range of high-end product offerings, but also with a broad range of editorial content including “The Journal”, which is Mr. Porter’s own online magazine that allows consumers to “shop the magazine”, as well as the “Style Directory”, which is comprised of “Style Icons”, an aggregated list of men’s style icons and descriptions of each of their style aesthetics, “Style Advice”, a Q&A column for fashion advice, and “Video Manuals”, which are short videos giving style advice from “those who know”, among many other such offerings.
Shopbop is a leading women’s contemporary online retailers and bridges product and content in a way similar to that of Mr. Porter. They too present a very comprehensive product offering as well as high-quality and creative editorial content including lookbooks, trend watch, and short video content/films featuring the latest trends and products.
Why has this shift towards the merging of editorial content and e-commerce taken place, you ask? I have a few theories.
(1) Firstly, there has been a growing trend even in brick-and-mortar retail for consumers to want to know the “story” behind a brand or retailer as well as the relatability factor. A brand or retailer can no longer just be a corporate creation, but rather, it has to resonate with consumers and must scream “authentic.” For this reason, selling the brand’s story has become increasingly important and as such, creating editorial content that tells a compelling story is more important than ever.
(2) Secondly, I think editorial content is even more significant online versus in brick-and-mortar channels because online retailers must compete with the in-store experience. While online retail is much more convenient than shopping in-store, it robs consumers of the fun that comes with the in-store shopping experience. To compensate, online retailers must present consumers with interactive and/or fresh editorial content that makes online shopping fun in an entirely new way.
(3) Lastly, I think there is a growing consumer interest around styling. Consumers love to get inspiration for outfits and often look to the editorial content to inspire them and teach them how to pull a look together. Shopbop does this particularly well. Their lookbooks always present a slew of outfit ideas centered on a certain trend that drive consumers (or at least me) to purchase in order t
This merging of editorial content and e-commerce puts even more pressure on online retailers to stay one step ahead of the creativity curve and always be innovating on ways to make their websites and content that much more interactive and fresh to keep consumers coming back.
It is happening, It is Happening, ya ya ya… ini eranya dan prediksi saya akan semakin seru karena semesta semakin mendukung ya:)
berikutnya yang kedua, cukup menarik, the integration of Content & Commerce Integration di Industry Fashion. We see this also happening di industri Fashion eCommerce di Indonesia, they categorize products of different sellers and create thematic campaign as if the products of their own, this is an interesting facts that people do clothing many times with stories right? we do wear different clothing for different occasion?
and such era where information, technology and its bandwidth is getting wider open, in such hectic routine, still people need to be inspired and the wish to get them fast is now so much supported, it is us, the creative worker to fill in the gaps, which comes as mutual benefit for business, for user and also the operators. I believe that the business formation and integration cycle is getting even more and more widely benefited. we shall see that on another writing 🙂 i Promise 🙂
*ga tahan mau komen dan buat ulasan lagi soal ini, lagi seru soalnya, happening banget 🙂
The Fashion 2.0 (bagi yg belum tau soal ini kita belajar2 lagi di post lainnya ya),
Posted by: Vikram Alexei Kansara is Managing Editor of The Business of Fashion
NEW YORK, United States — Since the very birth of fashion magazines at the end of the 19th century, editorial content has been a powerful generator of consumer demand for fashion products. But the path between inspiration and transaction — between content and commerce — was fragmented and full of friction. Over the last decade, however, the interconnectedness of the web has rewired reality and given rise to new business models that integrate commerce and content, offering consumers a more seamless path from inspiration to purchase and allowing retailers and publishers alike to tap new revenue streams.
First, retailers like Net-a-Porter added editorial-style content to their e-commerce sites, allowing them to more effectively engage and expand their audiences and generate additional revenue by selling advertising. Then, media brands like InStyle and Lucky began building their own curated e-commerce channels, allowing them to more seamlessly connect readers with retailers and monetise their audiences through transactions, not just advertising.
Now, a new wave of websites, applications and services is on the rise. Their aim: to place the store smack in the middle of demand-creating fashion content and radically shorten the path from inspiration to transaction.
Launched in September, ShopBazaar is one of the most ambitious shopping sites built by a fashion magazine to date. “I’m a huge believer in e-commerce,” Harper’s Bazaar publisher Carol Smith told BoF. “This new e-commerce platform allows us to offer our audience a complete fashion experience, from spotting an object of desire to getting it into your home.” Like most of these initiatives, ShopBazaar holds no inventory (all items are bought, held and shipped by retail partners) and makes money by taking a share of resulting sales revenue. Smith declined to break down the details of the revenue share or reveal specific results, but similar initiatives have met with mixed success.
ShopBazaar offers fully integrated checkout — a big improvement over similar shopping channels that redirect consumers to external retailers to complete their purchases — and is populated with products chosen by editors and inspired by current editorial features. But, critically, the venture stops short of integrating commerce directly into core editorial content on the main Harper’s Bazaar site.
“If consumers are reading a story about the 10 must-have pieces for your fall wardrobe and they are going to take out their wallet and purchase something, we shouldn’t make it hard for them to do that,” said Heather Marie, founder of 72Lux, a New York-based start-up that provides enterprise publishers with a fully transactional e-commerce widget that they can embed into editorial pages to make their content directly shopable and offer users a single checkout channel, even if they are ultimately purchasing goods from multiple retailers. “72Lux has a patent-pending technology that allows publishers to have a white-label, multi-retailer checkout entirely within their own website,” added Marie.
“We also have a proprietary platform, called Shoppable, that allows publishers to easily add curated products to their editorial,” she continued. So far, the platform offers over a million SKUs from over 12,000 brands and 70 different retailers, including Bloomingdale’s and Yoox. Marie declined to disclose which publishers were already using 72Lux, but said the platform was currently being tested by “one of the largest newspapers in the US, men’s and women’s fashion magazines and celebrities.”
FROM LOOK-SHARING TO LOOK-SHOPPING
Of course, in recent years, we’ve seen a major explosion of fashion content being created by non-traditional publishers like brands, bloggers and end consumers on a wide range of social media platforms, from street style blogs to look-sharing sites. In fact, some of this content has proven to be as powerful a generator of purchase intent for fashion products as anything published by traditional media outlets. Now, a promising new crop of street style and look-sharing apps are taking a ground-up approach to commerce integration, serving up realtime streams of neatly packaged fashion inspiration that users can seamlessly shop.
“Our vision is to provide unique value by closing the loop from browsing and inspiration to social to purchase,” said Alisa Gould-Simon, co-founder of Pose, a beautifully designed, look-sharing app for iOS and Android devices that has attracted over 1 million users, including influential fashion blogger Leandra Medine, aka The Man Repeller, and top model Coco Rocha.
All the content on Pose is user-generated. And while Pose doesn’t offer its own integrated checkout, many of the looks that populate the experience can be bought from third-party retailers without leaving the app. Interestingly, Pose users not only retain rights to the content they upload, but also pocket the majority of the affiliate fee the company earns on sales attributed to their content.
Kaleidoscope, a shopable street style app developed by Inporia, takes a slightly different approach to solving a similar problem. Unlike Pose, Kaleidoscope’s content is curated by human editors who hand-select imagery sourced from photographers, bloggers and brands (there are no user submissions). These editors, often interns, also add shopable product links that point, not only to the exact items featured in a particular image, but to similar items as well, all available online, at a variety of retailers and price points.
“We make it easy to shop by looking at pictures you love instead of scouring websites and racks,” said Sarah Kunst, director of business development for Inporia. “We are closing the loop on converting inspiration to shopping. It’s a Pinterest-meets-Shopstyle platform that plays market editor,” she added. In addition to affiliate revenue, Kaleidoscope plans to make money through partnerships with brands and retailers, who, the company hopes, will pay to have their images and product links included in the app.
Look-sharing and social style consultation app Go Try It On lets people share photos of themselves — along with descriptions of the items they are wearing and some context around their choice of outfit — and get honest, realtime opinions about their look. Users can also browse and shop the looks shared by others, as well as see and shop featured trend stories created by brands, retailers and bloggers.
“We launched Go Try It On to help people answer the age-old question ‘What should I wear?’” said Marissa Evans, the company’s founder. “There are millions of stylish consumers who are being highly creative with style and we want to showcase them to the world of shoppers.” Go Try It On generates revenue through a commission on the resulting sales, as well as brand sponsorships.
THE STORE IS EVERYWHERE
But we are rapidly entering a world in which the kind of content that generates demand for fashion products, no longer confined to specific sites or apps, is literally everywhere, spread across a decentralised universe of endless blogs and social platforms. And the store isn’t far behind.
“First, we made a cool, unique platform for discovery and self-expression around consumer goods, then we built a marketplace so that brands and merchants could sell against the demand that forms around their products,” said Joseph Einhorn, founder of The Fancy, a New York-based social commerce site that has reportedly raised a new $26.4 million round of funding, following on a $10 million round the company raised from luxury conglomerate PPR, last November. “But we are just one website. One app. There will be endless bloggers who publish content like this, beautiful images of great products,” continued Einhorn. “You should be able to just tap a ‘Buy’ button and purchase them. We have been able to make that happen on our site and we are now trying to bring that experience to the broader web.”
Indeed, last July, The Fancy launched embeddable ‘Buy’ buttons aimed largely at fashion bloggers and their readers, working closely with the Independent Fashion Bloggers network which represents over 30,000 bloggers. “Look for us to really build this out in the coming months,” added Einhorn.
He isn’t alone.
Launched six months ago, a Portland, Oregon-based “in-stream transactions” start-up called Chirpify has a similarly radical vision for turning the entire the social web into a store. Already, Chirpify, which raised a seed round of $1.3 million last April, lets users purchase products directly from their Twitter and Instagram streams — simply by replying or commenting with the word ‘Buy’ — and the company has its sights set on other platforms, as well.
Indeed, as commerce becomes increasingly frictionless and portable, the entire web could start to look like a radically decentralized marketplace, where any encounter with a piece of inspiring content can become a sale.
Vikram Alexei Kansara is Managing Editor of The Business of Fashion
See you on another review of the eCommerce, wish i have more and more time to spend writing while learning 🙂