Retailers Enter the Blogosphere

More and more retailers are moving online to pursue the internet as part of their multi-channel strategy, but many are not taking full advantage of the power of the internet. They simply transfer content from traditional channels, re-using catalogue content on their website (i.e. Eddie Bauer) or uploading flyers. Retailers do not seem to be creating much new content for the internet, and are recycling ideas and methods from traditional channels instead of adapting them.

A retailer that has taken advantage of the internet in an interesting way is the upscale, speciality department store, Neiman Marcus (NM). Instead of simply creating an e-commerce site, the retailer took their internet presence a step further and created a blog. Their blog offers up to the minute insights on fashion news and trends and is updated several times a day. This give their products a story beyond item details and price, and consumers are probably more receptive to this kind of marketing that sells the product without being too obvious (and in a way that benefits customer looking for the latest trends).

Blogging is a great way for retailers to reach their consumers and take advantage of the internet’s capability to publish items immediately and at low cost. If a product is mentioned in a post as a new trend, such as the new shaded chandelier or brightly coloured dresses, it is subtly linked to their e-commerce site where the item can be purchased online. NM uses their blog to make the company’s thoughts and fashion vision readily available, and a representative states that many readers come back and visit the site everyday. This indicates the blog offers something its readers/customers value, and shows that blogs can help build customer loyalty since readers may get hooked and check back frequently. Blogs can also build credibility, and has probably enhanced NM’s image as a trendy retailer up-to-date with the fashion industry. Retailers try and communicate a personality through their RVP, but a lot of this personality is lost online as consumers scroll corporate looking websites. Blogs can give the retailer a unique voice that cannot be communicated through a corporate website, helping consumers connect with the company on a more personal level.

With all these benefits, it’s surprising more retailers aren’t jumping on the blogging bandwagon. But blogging must be done carefully, and it takes a significant company commitment. Companies must formulate a blog strategy and get buy-in from senior management, who may want to spend the time, money and effort elsewhere. Content must be regularly updated/sensored, which can take significant resources. Some retailers may simply not see the value in blogging or do not understand the relatively new concept. But there are many positive aspects of retailer blogging, and in the future, it would be interesting to see if other big retailers could utilize blogs to enhance their online presence. Who knows, perhaps the Loblaws Blog or Best Buy Blog will soon be discussing the latest trends in food and electronics.

Links:

Neiman Marcus Blog

http://insite.neimanmarcus.com/

Article on NM Blog

http://www.smartbrief.com/news/aaaa/industryPR-detail.jsp?id=01367019-459A-42E5-B257-D3ADF8A70511