Proving ROI With Sitecore Commerce.

SitecoreCommerce

The digital landscape is an ever-evolving platform. In the world of ecommerce, a fundamental shift is in motion with the focus around immersive design, individualisation and the customer experience being more prevalent than we've previously seen.

Consumers are demanding greater personalisation, and the brands that fail to meet their expectations face a rapid decline. As a result, businesses are moving away from traditional ecommerce transactions and focusing their efforts on experience commerce in a bid to rival the competition.

Research conducted by Sitecore and Econsultancy tells us that commerce brands are feeling this abundance of pressure with 60% reporting that their business model is under significant pressure to adapt to the change in the market. A further 80% stated that their success as an ecommerce brand relies on their ability to create compelling customer experiences. It's interesting then to note that only 40% of companies that responded have a system optimised for individualisation.

These stats tell us that brands are all too aware of the impending expectations of their audience. However, they're looking for a platform that can prove ROI and deliver superior experiences that will ultimately build brand advocates.

Lasting experiences need to be personal, contextual and consistent. Users might browse for a holiday on their phone or tablet at work, and then pick the journey up again at home on their desktop or laptop - this might span across a couple of days or even months with intermittent browsing and comparing of destinations, hotels types, weather and excursions. As a result, brands need to provide a seamless experience tinged with personalised content and suggestions if they want to keep users in the sales cycle.

Those using Sitecore Commerce will benefit from a deeper understanding of their customers with the Experience Database enabling the consolidation of profiles, rules and interactions from multiple sources. This data will allow marketers to build unique profiles for each consumer and to create immersive user experiences with personalisation at every touchpoint of the purchasing journey; to increase purchase propensities and drive commerce revenues.

Armed with this data, marketers have the tools, insights and potential to deliver the right message to the right audience at the right time; crafting and controlling commerce experiences, achieving greater, more sustainable ROI, competitive advantage and brand loyalty.

Not only is today's commerce landscape about in-moment purchases, but with Sitecore Commerce (XC) companies can nurture relationships before, during and post-transaction to drive engagement and commerce revenues.

With Sitecore XC brands can effortlessly create and manage multiple catalogues, categories and inventory all in one place. They're able to manage stock and respond to the real-time needs of their stores and distribution centres. With commerce, it's all about the customer and Sitecore XC puts them at the heart of every decision, enabling companies to build better relationships allowing customer services reps able to edit, update and manage customer accounts and information at ease.

Account tracking allows brands to apply discounts or promotions at scale or to select customer groups, rewarding loyalty and building advocacy. Sitecore Commerce entices shoppers with real-time discounts such as free-shipping or bundle offers applied straight to their carts; with Sitecore XC you control the interaction; set rules around dates, times, and even your customer's order-history!

Would you like to learn more about how Sagittarius could support your team with Sitecore Commerce? Get in touch with one of our consultants today.

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Thumbnail-Naomi-Harper
Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.
 

Thumbnail-Naomi-Harper

Naomi Harper

09 Dec 2019 - 5 minute read
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