{"id":3257,"date":"2021-08-11T08:49:00","date_gmt":"2021-08-11T08:49:00","guid":{"rendered":"https:\/\/syndigo.com\/ebook\/ignite-hardlines-breakout-scotts-miracle-gro-stays-best-in-class\/"},"modified":"2024-05-14T17:27:12","modified_gmt":"2024-05-14T17:27:12","slug":"scotts-miracle-gro-recap-2021","status":"publish","type":"post","link":"https:\/\/syndigo.com\/fr\/blog\/scotts-miracle-gro-recap-2021\/","title":{"rendered":"Ignite Hardlines Breakout: Scotts Miracle Gro Stays Best in Class"},"content":{"rendered":"\n<p>During our recent<strong>&nbsp;Ignite: Experiences<\/strong>&nbsp;virtual event,&nbsp;<em>Whatever it Takes<\/em>, we had the opportunity to visit with some of our clients in different sectors to share their content management insights from their areas of expertise. We were pleased to have Kaileigh Campbell, eCommerce Manager from The Scotts Miracle Gro Company, share her experiences on what it takes to deliver a great content experience. Here are a few takeaways and insights from this Ignite Breakout Session focused on Hardlines.<\/p>\n\n\n\n<p>Scotts Miracle Gro is considered a \u201cbest in class\u201d example of how the company integrates their Core and Enhanced Content, including lifestyle images, buying guides, and other content to educate shoppers on how their products tie together as an integrated group of products. Syndigo has found that hardlines suppliers can see as much as a 37% lift in add-to-cart numbers when shoppers engage in Enhanced Content (including product tours and image carousels) in the sector.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"1-consistency-first\">Consistency First<\/h4>\n\n\n\n<p>The content that\u2019s been most impactful for the Scotts brand is fairly consistent, even in a changing environment, according to Campbell. \u201cIt\u2019s a constantly evolving landscape,\u201d she said. \u201cThe best things my team sees \u2013 number one \u2013 is having a good product title. It\u2019s not the time to be conversational.\u201d<\/p>\n\n\n\n<p>By that, Campbell explained, she meant that shoppers don\u2019t want to spend the time wading through a lot of words and creative explanations. Rather, they want to know the item is what they are searching for. And if they can\u2019t figure that out, they will move on to another competitor.<\/p>\n\n\n\n<p>The number-two element is also not surprising, but also sometimes overlooked: Having a good, clear main image. \u201cZoom is a key thing,\u201d noted said Campbell, as many shoppers prefer to look closely at the packaging for the ingredients, rather than scrolling to the product descriptions on the page.<\/p>\n\n\n\n<p>Outside having the basics down, both 360-spin (where available) and product videos were strong performers for Scotts\u2014and impactful for their category. They use \u2018how-to\u2019 videos to demonstrate, in an instructional way, how to use the product clearly. This is particularly important for the up and coming new-homeowner demographic, who may have never had to care for a lawn before.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2-staying-relevant\">Staying Relevant<\/h4>\n\n\n\n<p>One challenge a brand like Scotts encounters is how to stay relevant in a vast landscape of competition. It\u2019s a benefit for them to have Enhanced Content for the retail sites that create \u2018brand stores\u2019 which are a cleaner brand experience, rather than being in a more general category. For Scotts, \u201cThose lifestyle images help play that role too,\u201d according to Campbell, because showing an image using the product may help trigger a reminder to the shopper how the product is used and what it looks like.<\/p>\n\n\n\n<p>One continual challenge in terms of both relevancy and brand consistency is maintaining their product naming identity across different recipients. It\u2019s a challenge that Scotts acknowledges takes some work to review and update. Some retailers create their own naming conventions, for example, where others may have character limits or place SKU numbers in titles. It\u2019s a common problem that comes with the territory, and the team at Scotts can monitor and review the listings regularly to ensure accuracy and consistency as best they can\u2026which is why Enhanced Content can help reinforce their information.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3-future-opportunities\">Future Opportunities<\/h4>\n\n\n\n<p>Looking forward, the Scotts team is excited for the growth potential it has with some of their newly acquired brands or branding partners. In addition, they see other opportunities to build on the brand experience, by looking at different demographics (Millennials, Gen Z) and how they are moving into larger homes with smaller outdoor yards \u2013 which is different than prior generations.<\/p>\n\n\n\n<p>Scotts has found that they can cater to these different types of shoppers by \u201cteaching\u201d more about lawn care \u2013 which is facilitated by Enhanced Content. They\u2019re also leveraging \u201cemerging\u201d new markets, including non-traditional gardening retailers like Kohl\u2019s, Zulily, Wayfair, and others. Put together, Scotts Miracle Gro has found its niche in delivering what their customers want in their homes and is able to provide a means to show what can be done to make it their own.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>During our recent\u00a0Ignite: Experiences\u00a0virtual event,\u00a0Whatever it Takes, we had the opportunity to visit with some of our clients in different sectors to share their content management insights from their areas of expertise. We were pleased to have Kaileigh Campbell, eCommerce Manager from The Scotts Miracle Gro Company, share her experiences on what it takes to deliver a great content experience. Here are a few takeaways and insights from this Ignite Breakout Session focused on Hardlines.<\/p>\n","protected":false},"author":1,"featured_media":44465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","_page_status":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-3257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Effective Content Strategies<\/title>\n<meta name=\"description\" content=\"Explore proven tactics to enhance your content strategies and drive engagement. 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