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Get your blogging right and reap the rewards

Leon Bailey-Green

Leon Bailey-Green

Working with retailers on their blog strategies it’s clear that there is often confusion about the reasons to blog. Blogging is certainly becoming the norm in online fashion retail, for pure-play businesses and multichannel retailers alike, but what’s the point of it?

Retailers often feel they have to have a blog because their competitors do, and to some extent they’re right. Customers expect it and, typically in retail, it’s frequently about keeping up with the Joneses. But the investment required, in time and money, means it’s important that retailers are clear about what they want their blogs to do.

A fashion retail blog has to primarily focus on assisting the business’s proposition: selling. Always return to that when planning your blog strategy. You can use

it to cross-sell products to existing customers, or use it as a tool to attract new ones.

Where multichannel retailers can offer a brand vibe and feel through their physical stores, online-only retailers need to use other methods to convey such emotions; blogs are a perfect channel in this arena. They allow the retailer to tell their customers what they’re about and give them an opportunity to demonstrate their credibility - all in aid of building up trust.

Remember, blogs also offer a way to cross-sell multiple products. They can be used as a visual merchandising tool, showing shoppers how to get a ‘look’.

As well as the selling and online marketing benefits of blogging, there’s also a retention advantage too. Produce good content that’s relevant to customers’ lifestyles and they’ll keep coming back, and your store will be first in mind when they need to make a purchase.

Get a blog strategy defined for your retail business and reap the rewards.

Leon Bailey-Green is founder of The Online Fashion Agency and a blogger at Drapersonline.com

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