Content and Commerce 2014

October 27, 2014

Key Findings

  • While "double door" site experiences have largely disappeared, upwards of 25% of brand blogs in the U.S. and and Western Europe do not link back to commerce in any way, and very few brands have established a framework for syndicating blog content across the main site experience.
  • Organizations that are achieving scale with branded content have embedded content assets onto transactional pages. Branded video is now embedded on product pages by 47% of brands, and on category grid pages by 22% of brands. Assets like guided selling tools, lookbooks and user generated content are also starting to be more deeply integrated into the site experience.
  • Formulating a global content strategy is still a challenge for many brands, who are hamstrung by localization hurdles, a decentralized e-commerce team structure, and a fragmented platform landscape. Site experiences in Europe and Asia are often weaker than in the U.S. from a content perspective.
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About the Report

Historically, site investments by retailers have bifurcated into two camps: (a) optimizing commerce by providing a streamlined push-to-cart and checkout experience; or (b) organizing rich content to enhance engagement and build brand equity. While these objectives are not mutually exclusive, brands skew towards one extreme versus balancing the two. As marketers expand the scope of e-commerce operations, it is imperative to understand what content resonates, and ensure assets are consistently employed across direct-to-consumer channels. L2's Intelligence Report: Content & Commerce, in partnership with Demandware, benchmarks the current state of content investments and commerce integration across 80 global brands.

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