Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 18

THE FASHION TECH REPORT
// SPECIAL FEATURE

k
a a

content &
commerce

Translational
Entertainment
(says Bureau of Trade)

k
a a

Native Commerce
(says Thrillist)

! People have a lot to say about the merging of content and commerce.
-Pando y
Dail
“If you wanna sell stuff online, you need to attract customers
with content. And likewise, if you want monetize your loyal
audience of reade rs online, you need to sell them stuff.”
- FULL ARTICLE
“CMS’s don’t mix with shopping carts. Non-technical editors
can’t just throw a functional buy button into one of their blog
posts. And online stores can’t just add new kinds of content
to their product pages. Anyone who has tried to do this
before has had to build a solution from scratch...” - FULL
ARTICLE
“The simplest definition — “Do you sell things, and do you
create content? Yes and yes? Okay then.” — won’t wash. To
truly do content and commerce, the two silos must be
integrated, and benefit from each other. Simply hiring an
editor to blog about your products, as, say, Gilt Groupe has
done in several of its verticals, does not translate to content
and commerce magic.” - FULL ARTICLE

“No one gives a shit
about content from a
commerce company.”
-Philippe von Borries | founder of Refinery29

“Brands have traditionally built
separate brand experiences and eCommerce shops, hidden behind the
familiar “shop” link. But this divide
makes customers choose between
content and commerce and creates
one more hurdle to jump through.
How many get lost on the way?
These scenarios reduce e-Commerce
experiences to a minimal feature
set: browsing the catalog, checking
out and customer self-service, such
as checking an order status. The
fundamental issue with this
approach is that it does not span the
entire customer journey, which
includes awareness, engagement,
browsing to purchase, service and
subsequent loyalty.”
-CMS

Wire

// 16