Ecommerce
Content
Content Strategy
Project
mindfulness
John Lewis were producing regular content yet had no indication that it was helping sales. The content was great but based on a monthly magazine format with fixed format and links.
Method
service_toolbox
I looked at the analytics and worked with the content team to understand their aims and the feedback they had received. We reviewed the work by an external agency but they had missed how content tied into the buying process. We set out a series of steps to make the better use of the content and how improve how it was integrated with products.
Outcome
Elevation
Strategy for connection of editorial contact with purchase journey.
Definition of data needed to support that connection such as meta data to allow for product recommendations to automatic update as stock changes.
Identification of legacy issues and recommendations of future CMS implementation.
Increased focus on ensuring brand stories.
This Universe diagram shows how all the different types of content, online and offline, relate to the purchase flow.
The flow of data between different tools is shown here, especially the difference between editorial and merchandising.
The new structure for content allowed flexibility and also made use of common templates to future proof content.
The content strategy lead directly into recommendations for alterations to all the main site templates.
The content tied into the eCommerce cycle for John Lewis.
User research and the journeys of real users were used to support content decissions.