HOW TO IMPROVE SALES WITH SIMPLE CONTENT MARKETING TECHNIQUES Birgitte Seest Marquart 04-11-2015
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HOW TO IMPROVE SALES WITH SIMPLE CONTENT MARKETING TECHNIQUES
Birgitte Seest Marquart04-11-2015
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AGENDA• Who am I?• E-commerce at Dansk Supermarked Group• Content marketing on Bilka.dk
• Concrete examples
• Future content challenges for Bilka.dk - discussion
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WHO AM I?
E-commerce at Dansk Supermarked Group (2013-)• Content creation
Human Ressource Department (2008-2013)• Communication within recruitment, e.g. job advertisements • Corporate website in 2013
Master in Journalism (2010-2012)
Bachelor in Communication and German from Aarhus School of Business (2007-2010)
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DANSK SUPERMARKED GROUP• Denmark's largest retail group
• 1,400 stores in five countries
• Employees almost 47,000 people
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BUYING GUIDES
• Helping the customers
• Adding value to the online customer experience
• The technology: Similar to products
• 850 buying guides on Bilka.dk
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BUYING GUIDES – 2 DESIGNS
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BUYING GUIDES – DISTRIBUTIONLanding pages
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BUYING GUIDES – DISTRIBUTIONProduct detail pages
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BUYING GUIDES – DISTRIBUTIONE-mail after the purchase
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THE CUSHION EXAMPLE
The challenge• Lack of customer overview in the purchasing situation • Purchasing department: Focus on sales
• New buying guide
The process• Dialogue with the call center and purchasing department • No matching cushions?• Picture• Informing relevant colleagues
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THE CUSHION EXAMPLE
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THE CUSHION EXAMPLE
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WHY IS THE CUSHION GUIDE A SUCCESS?
• Provides a complete (and simple) overview• Satisfies the customer needs
• 10.000 unique visitors • Great increase in sales of cushions• One of the most effective buying guides• Customers return to purchase
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OTHER SUCCESSFUL BUYING GUIDES
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OTHER SUCCESSFUL BUYING GUIDES
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OTHER SUCCESSFUL BUYING GUIDES
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SIMPLE CONTENT MARKETING TECHNIQUES • Focus on customer needs and behavior• Use existing platforms and tools• Use knowledge within theorganization
• Keep it simple
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THE CUSHION EXAMPLE
Improvements for next year?
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FUTURE CONTENT CHALLENGES FOR BILKA.DKToys • Majority of sales in November and December• Less focus on content marketing in this product category
• ”Prices and products”
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HOW CAN BILKA IMPROVE THE USE OF
CONTENT IN THE TOYS CATEGORY?
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Birgitte Seest Marquarthttps://dk.linkedin.com/in/birgitteseestmarquartDansk Supermarked GroupRosbjergvej 338220 Brabrand+45 8778 5000dansksupermarked.com
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