{"id":70008,"date":"2021-06-10T07:36:27","date_gmt":"2021-06-10T06:36:27","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/retail-content-that-wins-the-race\/"},"modified":"2025-03-07T17:01:26","modified_gmt":"2025-03-07T17:01:26","slug":"retail-content-that-wins-the-race","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/retail-content-that-wins-the-race\/","title":{"rendered":"Retail content that wins the race"},"content":{"rendered":"<p><strong>The \u2018summer of love\u2019 is warming up sales for retailers. Here\u2019s how great retail content can lead you to victory in 2021 and beyond.<\/strong><br \/>\nSummer 2021 is an exciting time to be a retailer. Many consumers (<a href=\"https:\/\/www.bankofengland.co.uk\/bank-overground\/2020\/how-has-covid-affected-household-savings\">28% in the UK<\/a>) have found their purses heavier than usual after a year of confinement. And while the <a href=\"https:\/\/www.bankofengland.co.uk\/bank-overground\/2020\/how-has-covid-affected-household-savings\">Bank of England<\/a> says that many are keen to hold onto their new-found savings or invest them, some are looking to spend them in spectacular style.<br \/>\nAlready, reinvigorated confidence is playing out in the retail sector. In April, sales volumes increased <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/uk-retail-sales-jump-92-shops-reopen-2021-05-21\/\">9.2% month on month<\/a>, which was twice the average. Fashion saw a big lift, with <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/uk-retail-sales-jump-92-shops-reopen-2021-05-21\/\">sales jumping up by 70% in April<\/a> as people dolled themselves up for outings at the pub, restaurants and their friends\u2019 living rooms.<br \/>\nPredictions are that the UK will enjoy a \u2018summer of love\u2019 \u2013 a reactivation of revelry in 2021 \u2013 which is a unique opportunity for retailers to come back better. To seize the moment and build on their pandemic learnings, retailers need to redouble efforts to offer a seamless omnichannel experience. Here are the opportunities for retail content we see in the three <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-survival-guide-to-omnichannel-and-the-path-to-value\">key strategies of omnichannel<\/a> highlighted by McKinsey.<\/p>\n<h2><strong>Commerce \u2013 bridge the gap between instore and online<\/strong><\/h2>\n<p>The pandemic has accelerated the trend towards online shopping, but brands still need to do both in-store and online very well. The experience should be easy and engaging for every consumer no matter which way they prefer to shop. There\u2019s an opportunity to use retail copywriting to elevate what you have to offer.<br \/>\n<a href=\"https:\/\/www.strattoncraig.com\/insight\/good-product-descriptions-lead-to-better-sales\/\">Product descriptions<\/a> can help elevate products online. By focusing on details that the image cannot convey \u2013 like the material and performance features you would use it to help people find out what they would usually discover in-store. The same goes for product labels. They can highlight the information you can\u2019t get from seeing it alone. You can also illustrate how customers can receive their products and explain straightforward returning methods to establish purchasing ease. Spelling out the options empowers your audience and makes them feel in control.<br \/>\nMany retailers use apps and <a href=\"https:\/\/www.strattoncraig.com\/insight\/using-retail-copywriting-to-build-brand-loyalty\/\">loyalty programmes<\/a> to make consumers feel engaged. Again, your instructions should focus on ease, but you can also add inspiring content to help them make the most of the programme and feel that signing up has delivered rewards.<\/p>\n<h2><strong>Personalisation \u2013 keeping retail content relevant<\/strong><\/h2>\n<p>With many retailers upping their personalisation game, it\u2019s easier than ever for a consumer to spot targeting gone wrong. Nobody wants to be mistakenly targeted with adverts for hair loss remedies or anti-chafing cream.<br \/>\nUse your content wisely, and you can strike the right balance. One way to do this is to personalise your messaging through back-in-stock reminders and event invites for products and themes based on their shopping habits. You might have noticed that some brands are now adding <a href=\"https:\/\/www.pure360.com\/10-retail-brands-mastered-content-marketing\/\">customer photos to the selection<\/a> \u2013 brands like Dunelm, Monki and Made.com \u2013 which helps to get on the same level as your audience and resonate more authentically. Adding these pictures at the shopping basket stage or in the order confirmation can encourage customers to like their choices even more. Even simple wording here, such as \u2018good choice\u2019 and \u2018see how others got the look\u2019, can instantly add that personalised touch.<br \/>\n<a href=\"https:\/\/www.strattoncraig.com\/insight\/making-personal-key-building-brand-engagement\/\">Personalisation<\/a> is also integral to helping consumers switch between different channels. If they like a product on social media, they don\u2019t want to spend ages searching for it on your website. Content plays an important role in making the purchasing\/exploration journey easy to follow with simple instructions that emphasise where to find products and how to find out more.<\/p>\n<h2><strong>Ecosystem \u2013 creating a rich retail experience<\/strong><\/h2>\n<p>Online retail is challenging the shopping experience to work harder, and those retailers that uplift the enjoyment of shopping stand to win. By moving beyond the user\u2019s shopping habits and instead tapping into the customer\u2019s changing needs, you can create a journey that focuses more on lifestyle than products.<br \/>\nWith this kind of experience, customers can select offers, products and information based on how they feel and what they are doing. Customers can also become part of a community. For example, an eco-gardening brand could bring together other like-minded gardeners with events, meet-ups and content that uses customer\u2019s own stories.<br \/>\nThis strategy requires a rich pool of content, which needs to reflect your brand, purpose, audience, and key trends. Creating this kind of content experience will help progress your offering from \u2018retailer\u2019 to \u2018thought leader\u2019, which will start to turn you into a halo brand in the fiercely competitive retail world.<\/p>\n<h2><strong>Our own experience<\/strong><\/h2>\n<p>We\u2019ve helped many retail clients to hone their offering and stand out in this competitive space. Whether you need an extra helping hand to turn around a raft of insightful product descriptors or want to rethink the content on your journey, speak to us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The \u2018summer of love\u2019 is warming up sales for retailers. Here\u2019s how great retail content can lead you to victory in 2021 and beyond. Summer 2021 is an exciting time to be a retailer. Many consumers (28% in the UK) have found their purses heavier than usual after a year of confinement. And while the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":58430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[438],"tags":[],"class_list":["post-70008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail copywriting that wins the race | Stratton Craig Copywriting Agency<\/title>\n<meta name=\"description\" content=\"Great retail content can help brands ride the summer of love to capitalise on new-found customer confidence and win with words.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/retail-content-that-wins-the-race\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail copywriting that wins the race | Stratton Craig Copywriting Agency\" \/>\n<meta property=\"og:description\" content=\"Great retail content can help brands ride the summer of love to capitalise on new-found customer confidence and win with words.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/retail-content-that-wins-the-race\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; 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