July 8, 2009
“E-Commerce Differentiation: The Use of Content in the E-Commerce Environment” With Lee Bissonnette – FAO Schwartz @ eComXpo
When you go to the store, no one shops alone; when you shop online everyone shops alone: new realm is merging these two experiences
Be compelling in your space
Develop customer-centric focus
Use guerilla tactics as much as possible
Invest in the things we’re good at
Get social: not necessarily in social media, but speak to each other, partnerships, find new opportunities
Produce more content because that’s what our customers want
Figure out what we want to say to our customers
Content-based selling: information resource
Send to everybody: what it is that person wants to do? if you have a toddler, info about safe toys for that age group: that information get used, gets passed along and is valued
Product reviews
Challenge: small creative staffs
Spent $1.3 million on creative to produce the catalog last year: not shipping or printing, just creative and photography