A very interesting example of E-commerce content marketing is the one carried out by the cosmetics brand Benefit .
As you browse the homepage, you will realize the wealth of content on offer, aimed at guiding consumers in choosing their ideal product.
An example of e-commerce content marketing: Benefit
By clicking on one of the banners below the fold, you will also see how the content proposal continues with videos, guides to choosing the ideal product, tutorials, etc.
As we often repeat in our blog, each click on one of these contents will be able to bring value indonesia cell phone number list to our customers while giving us the opportunity to profile them further .
…What if I am a general retailer?
At this point, someone might argue that, being an e-commerce brand, the work for Benefit is certainly easier and that a large amount of similar content requires exorbitant investments.
If a retailer has limited access to the content of the brands it sells, it could focus more on personalizing the service it offers or how it interacts with consumers .
One of the strengths that characterizes the most successful physical stores is undoubtedly the ability of the sales staff to help the consumer choose the best product. It is important to imagine how to reproduce these dynamics, in an automated and personalized way, even online. This information can be transformed into buying guides or advice on choosing the best product. If you want some examples, you can find them in this article .
Personalizing the user experience can also mean:
Do not show newsletter subscription pop-up to already registered users
recognize registered but not logged in users by calling them by name (Amazon docet)
display targeted product recommendations based on the user's past browsing (even for anonymous users)
Showcase a contextualized and proactive live chat that engages the undecided
give greater relevance to the contents and products for which the consumer has shown greater interest
A curious example as well as an interesting starting point is certainly represented by Ruffwear , which contextualizes the initial message of the live chat depending on the page the user is browsing, thus targeting the information a lot and consequently considerably improving its user experience.