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Content and commerce – a potent partnership

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Adrien Nussenbaum
December22/ 2014

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The combination of content and commerce is one rich with potential for retailers of all sizes. A new Christmas tradition that has emerged over the past few years is that of the major retailer ad campaign. The premiere of the John Lewis, Marks & Spencer, Sainsbury’s and others’ Christmas television ads, attract millions of viewers, generate countless column inches and the theme is used as the basis for the entire Christmas campaign.

These campaigns will include a lot of content that is used on the retailer’s website to complement the online store. But such content can come in many different forms and a new customer of Mirakl’s has really hit on something with its approach to the content / commerce combination.

The Beautyst
The Beautyst is an online beauty community and store that has just expanded its digital strategy to launch the world’s first marketplace fully dedicated to beauty products. This feels like a natural evolution of the offering. Launched in 2011, The Beautyst currently has a community of 250,000 ‘beautystas’, 650 beauty bloggers and offers more than 20,000 products as the ultimate online destination for essential make up tips, beauty news and online shopping.

It added an online store last year and the recent addition of a marketplace makes for a really compelling proposition. The marketplace will provide extensive product choice to the ‘beautystas’ and offers brands a new e-commerce channel that harnesses the power of The Beautyst’s social following and community – a potent combination of content and commerce.

Social media and beauty
Social networks have long been important to the beauty market, with users sharing tips and recommending products to eachother. The Beautyst has extended the beauty shopping experience by making it even more collaborative and community-based. The social content (photo and video tutorials, blogger feedback) is at the core of the purchasing journey to guide consumers, with more than 300 pieces of content posted every day.

Consumers register their beauty profile, and then receive a completely personalised experience. Social content (video tutorials, pictures, user feedback) is recommended to them, and they discover new products to purchase in just a few clicks. The addition of a marketplace to The Beautyst means that both major cosmetics brands and smaller firms have a new route to market.

Content and commerce has been until fairly recently, a relatively unused combination. But this is set to change in 2015. Whether a global brand, small retailer or online community such as The Beautyst, using content to drive commerce is a trend that is only set to grow.

Adrien Nussenbaum

Adrien Nussenbaum is co-founder of Mirakl, and has more than 14 years' entrepreneurial and business development experience. After completing his studies at the HEC School of Management in Paris, Adrien Nussenbaum started his career with PARIBAS Investissement in Hong-Kong. After time spent on his own businesses – instant messaging solution All Instant – and also at Deloitte and Fnac, he founded Mirakl with his business partner Philippe Corrot in 2012. Since then it has become the leading provider of online marketplace technology to European retailers.