E-Commerce Differentiation: The Use Of Content In The E-Commerce Environment
Lee oversees both web and catalog initiatives for the venerable toy seller FAO Schwartz. In this keynote session, he describes using relevant content and premium presentation to remake a classic brand for the 21st century as a destination for product information, child development and shopping preferences.
* Tackling the question of why (why should I come to the site, why should I come back, why does this resource have value)
* Appealing to, and understand via metrics, the reasons customers value your brand in the marketing place and tailoring content to reinforce and expand this touch point
* How to wrap content in a product-focused selling position
Lee Bissonnette – FAO Schwartz
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