Sports Direct has gone one step further than integrating editorial content into its retail site and has launched a standalone sports news website.
Why are we talking about this now?
Sports Direct, the 460-store retailer, last week launched a sports news site to connect with new customers. In a £1m joint venture with My London News, SportsDirect News aims to generate more than 110 stories a day.
Do any other retailers offer this type of content?
Sports Direct’s offer is unique in that it has created a dedicated sports news site. Many other retailers offer editorial content but it is usually integrated into their retail websites.
Asos and Net-a-Porter are famous for their editorial content and many others have followed their lead, especially in fashion.
Monsoon Accessorize launched the Monsoon Discover and A-list online magazines last August, which cover celebrity news, blogs and trends. Many retailers have added journalists to their payroll to develop online content.
Harvey Nichols hired former Grazia style director Paula Reed, and Harrods wooed former Financial Times deputy fashion editor Nicola Copping to edit its online magazine.
What other types of content can retailers produce?
Luxury retailer Burberry has won many followers because of its innovative use of Twitter. Video links and backstage pictures at its catwalk shows have provided customers with exclusive access to usually restricted areas.
Topshop has also helped lead the way in adding to the online experience. In February it linked with Google Plus and YouTube to stream behind-the-scenes footage of its London Fashion Week show, including ‘model-cam’ which gave a model’s view of the event.
Why are retailers doing it?
Conlumino managing director Neil Saunders says: “One of the main reasons is engagement. It has been more difficult to engage with customers through marketing because we are constantly bombarded by it and are very cynical about it. So it has become much more important for retailers to use other channels that are interesting and relevant.”
Fashion retailers in particular use the content to set themselves apart as the must-visit site for style advice for budding fashionistas.
Sports Direct has developed its news site to engage with sports fans, its target customers.
Saunders notes that, although most retailers will not experience a direct impact on sales through added-value content, the increase in brand awareness is likely to boost sales.
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