Tailoring the Online Shopping Experience
Converting site traffic from ‘casual shopper’ to ‘high-value customer’ is a mission-critical initiative for today’s upscale digital retailers.
Standing out amongst a crowded ecommerce landscape, however, is the first step-and often a difficult feat. Even once you capture the shoppers’ attention, fostering a long-term, ongoing relationship with the audience becomes a greater challenge.
To differentiate themselves from a number of competitive alternatives, Rue La La, an online retailer, knew it would need to develop a content strategy that attracted customers and centered around increasing engagement and building brand affinity. Through compelling content and persuasive editorial perspectives on emerging trends and topics, Rue La La knew it could influence the touchpoints in the buyer journey where they seek information and recommendations, generating credibility and authority along the way.
However, on order to create a style destination that truly satisfied the consumption habits of t its always-on, digital-savvy audience, the boutique fashion retailer knew their content volume would have to scale-quickly.