When it comes to content, retailers are recognizing that they need to do more than just describe the products they sell. They need to educate, inspire and differentiate with their content. Savvy shoppers are looking for trusted sources of information to help them make informed purchase decisions.
Quality content can help drive sales for all types of retailers, but it is especially crucial for high-end items such as engagement rings that have a longer buying cycle. “Content plays an important role for us in driving traffic, increasing conversion rates and ultimately driving more revenue,” said Ashley Collins, E-commerce Navigation Manager for Helzberg Diamonds.Read more: Retailers Drive Sales Using Content As A Competitive Advantage