I have been speaking with retail marketers trying to convince them that offline keyword links, not just to expanded product information, but content that might be of interest to a prospective purchaser ... it's like talking to a TV set.
Take a camera retailer for example, a direct link to the specs is nice, but why not to information on how to capture a lightning shot, or tips for shooting in the snow? Explain to me online the difference between an "F" stop and a bus stop. I know some sites have the information, but for some reason like to keep it a secret. Ever seen a sporting goods retailer offer up information on how to properly teach your kid to throw a ball, skate or hit a baseball?
My theory is every SKU should have a keyword link to an online page that lists care instructions, accessories, replacement parts and non-product information that would be of interest to an actual purchaser. I guess care instructions aren't in a retailers best interest, they would rather you gray out and shrink the collars of shirts so they can sell you new ones. The retailer that says "we have information links on every product we sell to keep your purchase fitting well looking great for years" is positively connecting with consumers ... reducing the importance of price as the deciding factor.
My take on retail marketers: basically lazy. Fill the store with crap, run pretty little ads and hope it sells or more importantly, win awards for the ads (and never again find a hat that fits). There is a reason the average tenure of a CMO is 18 months. If the buyers are extraordinarily lucky, hit the right price points and trends ... a dog with a note around his neck could be the CMO :)
Hey BBQ retailers ... "can I get a look at an assembly video BEFORE a purchase?" and planked salmon is great ... any info on how to do it right?
Take a camera retailer for example, a direct link to the specs is nice, but why not to information on how to capture a lightning shot, or tips for shooting in the snow? Explain to me online the difference between an "F" stop and a bus stop. I know some sites have the information, but for some reason like to keep it a secret. Ever seen a sporting goods retailer offer up information on how to properly teach your kid to throw a ball, skate or hit a baseball?
My theory is every SKU should have a keyword link to an online page that lists care instructions, accessories, replacement parts and non-product information that would be of interest to an actual purchaser. I guess care instructions aren't in a retailers best interest, they would rather you gray out and shrink the collars of shirts so they can sell you new ones. The retailer that says "we have information links on every product we sell to keep your purchase fitting well looking great for years" is positively connecting with consumers ... reducing the importance of price as the deciding factor.
My take on retail marketers: basically lazy. Fill the store with crap, run pretty little ads and hope it sells or more importantly, win awards for the ads (and never again find a hat that fits). There is a reason the average tenure of a CMO is 18 months. If the buyers are extraordinarily lucky, hit the right price points and trends ... a dog with a note around his neck could be the CMO :)
Hey BBQ retailers ... "can I get a look at an assembly video BEFORE a purchase?" and planked salmon is great ... any info on how to do it right?