Customer Success

How Mattress Firm and Sotheby’s transformed eCommerce with content

image of Mattress Firm and Sotheby's logos

Creating a seamless customer journey, making every touchpoint and every user experience flawless, is the key to generating recurring sales. From the website to the brick and mortar store to the mobile app, every channel is an opportunity to create memorable, lasting experiences for consumers. And the better the experience, the greater chance you have of landing higher lifetime value customers. But that’s easier said than done.

We recently spoke with digital content leaders from Sotheby’s and Mattress Firm for insights into a successful content strategy for eCommerce. Though the two businesses are in very different industries, we learned that the same guiding principles helped both to find success with a content-to-commerce strategy.

Content’s role in a successful eCommerce strategy

When we talk about the role content plays in helping to deliver a successful online experience for consumers, there are three key factors for brands to keep in mind.

First and foremost, for eCommerce brands, the main objective for any content item is to drive revenue. Ultimately, content’s goal is to entice customers to make a purchasing decision. Standalone blogs and single-page websites are not the right strategy—rather, creating omnichannel content across every touchpoint through which people are connected will help bring in new customers and engage with existing ones.

Second, content plays a key role in helping consumers discover your brand. Today, people aren’t simply turning to familiar websites and companies; they’re also considering new brands who, especially during the pandemic, have delivered on the omnichannel experience they crave. In fact, 39% of the more than 8,000 consumers questioned for Bazaarvoice’s “Behavior That Sticks” report said that they had indeed purchased from new brands during the course of their regional lockdown periods. For eCommerce brands, too, content is the currency of search engine optimization (SEO), meaning well-produced product pages and high-quality content are need-to-haves in order to increase discoverability with consumers. At the end of the day, creative and enticing content that evokes your brand story is a strong driver of people buying into your brand.

Finally, once a brand is discovered, it needs a way to keep those customers coming back. For today’s eCommerce businesses, content is used as an iterative process for customer engagement. eCommerce brands that control their content distribution internally are able to fully measure and optimize what they’re putting out to continuously create new plus improve upon existing experiences.

It’s important to note that, at the center of all of the above instances that consider content’s role in a successful eCommerce strategy are micro-moments. Defined by Google as “an intent-rich moment when a person turns to a device to act on a need—to know, go, do, or buy”—micro-moments are based on the idea that consumers are bombarded by content, and brands as a result only have a few seconds to capture people’s attention. Those that can successfully deliver on people’s impulse to know, go, do or buy are the ones who will come out on top. Through the right content strategy that ensures information is available, easy to discover and consistent, brands can take these moments in time to help connect relevant consumers to relevant products.

Mattress Firm - Daily Doze

The Mattress Firm website is the gateway for our customers into our brand and their experience with our company. And that’s the way we’re trying to treat it—as not just a transactional site but somewhere they can come in and learn, and that’s really where the content to commerce picks up.
Justin Laurenzi, Director of Digital Product & eCommerce, Mattress Firm

How Mattress Firm is modernizing its eCommerce experience through digital and content transformation

Like many traditional retailers, Mattress Firm was looking to strengthen their digital presence to reach customers beyond brick and mortar. The business partnered with Brightspot to relaunch MattressFirm.com and the company blog, The Daily Doze. Mattress Firm sought a more mature solution to better organize and deliver content. More recently, the firm relaunched Sleep.com, a highly immersive site dedicated to providing tools, resources and advice for achieving a better night's sleep.

At the beginning of their journey, they needed to address their limited abilities to test new content types and channels and feature that content alongside eCommerce promotions. They also needed to address the siloed back-end management of the blog content and improve the integrations between their systems.

To address these challenges, Mattress Firm partnered with Brightspot, allowing them to leverage the platform’s headless technology to deliver a better experience to existing and prospective customers. We were able to work with them to set up better integrations to work with the company’s data management and eCommerce partners. Distinct workflows and templates now allow for more efficient content creation and support the right people in seeing the right kinds of content. Mattress Firm can now surface content in new ways across their website and other channels to drive deeper engagement and more sales.

Laptop with Sothebys website

We discovered that we had great content in our company but it was not being leveraged digitally. We had systems that were set up to enable print media to be created to support our sales. There was great content living in these silos, but we had an old CMS with a lot of hard-coded templates that did not serve the ever-evolving needs of the content producers we have on our staff to tell stories and get people excited about the things we are selling.
Jonathan Pytell, VP of Digital Product Development, Sotheby’s

How Sotheby’s is enhacing digital auction dynamics with a storytelling toolkit

Sotheby’s began their content-to-commerce journey to become a company that delivers digital experiences and digital transactional capabilities across all of its channels in a more seamless fashion. Central to that need, they discovered they had great content but it was not being leveraged digitally. Their systems were set up to enable print media and print collateral first. One large challenge was their legacy CMS. It had many hard-coded templates that didn’t serve the ever-evolving digital needs of content producers to tell stories and get people excited about the auction pieces.

The auction space that Sotheby’s is in provides a unique content need compared to that of Mattress Firm. There are two separate personas with different goals that Sotheby’s has to interact with and engage—the buyer and the seller. To address these different audiences, their content-management solution had to be flexible and adaptable in order to enable a typical content-to-commerce funnel to function for the unique personas.

Sotheby’s partnered with Brightspot to build a new highly engaging user experience by delivering vivid images, powerful search, compelling stories and video content. We worked together to build a storytelling toolkit—a system of modules and interconnecting templates that enables talented video and content producers to let the content determine the layout. Where they were once thinking print-first, Sotheby’s content creation process is now about creating amazing digital experiences first.

To learn more about how Mattress Firm and Sotheby’s approach to content in their strategies, sign up for our on-demand webina via the form below.

Thank you for your interest!
Check your email for a link to view the on-demand webinar.

Share

Related resources

August 13, 2020
Digital content governance is the system or set of guidelines for how content gets created and published. From the chief product officer to the managing editor, digital and editorial leads alike can benefit from strong content governance through a unified content management system (CMS).
3 Min Read
By  Brightspot Staff
November 02, 2020
Storytelling has become a buzzword in recent years, especially as it relates to brand marketing. Companies can no longer rely mainly on press releases, ads and media coverage to tell their narratives and establish trust with audiences. These mediums do part of the work to get messages out to market, but alone they don’t create moments of connection with consumers the way storytelling can.
6 Min Read
Jenny Sylvers
By  Jenny Sylvers
May 11, 2020
Rebranding your website can be an overwhelming task with many different moving parts. Learn from Special Olympic's website rebranding experience and 5 key takeaways to think about before starting your own project.
6 Min Read

All Brightspot Features

The Brightspot Content Business Platform is built by publishers and developers, and is designed to grow with your business.
A robust set of tools to manage sites, content, users and permissions, workflows, languages, and analytics.
Keyword-driven and comprehensive, filterable search and taxonomy features make folders a thing of the past.
Intuitive and designed for the work, including rich-text editing, embeds, plus collaboration features that make teamwork work.
Start publishing content rapidly thanks to built-in, extensible content types including text assets, media, pages and much more.
Drive deeper engagement and personalized experiences by leveraging authentication, profiling, segmentation and affinity features.
Built to be a bridge to your systems and all your data, start with one of the 70 plug-and-play integrations, or build any custom integration to meet your business needs.
Meet users where they are thanks to syndication and distribution tools like RSS, sitemaps, SEO tools, social publishing and translation support.
Front-end agnostic means content businesses can publish how they want - headless with GraphQL or decoupled - all from the same environment.
Get the publishing speed you need with Brightspot. Book your personalized walk-through today!
Request a Brightspot demo graphic