The WebCollage solution is an ASP Web-hosted service that automatically pulls marketing content from the manufacturer’s site and syndicates it to all of a manufacturer’s channel partners — there is no software for manufacturers or channel partners to install or maintain. Channel partners only need to insert a single line of HTML code into their Web site in order to receive initial content from manufacturers and automatic content updates in the future. As channel partners utilize manufacturers’ content on their Web sites, customers are able to find the information they need to research products and are more likely to buy on their initial visit and more likely to return for repeat purchases in the future.
WebCollage has announced that Spalding, the world’s largest basketball equipment manufacturer and supplier, is using WebCollage’s turnkey Web content integration solution to seamlessly integrate complete, up-to-date marketing content to its retail partners’ Web sites.
WebCollage’s patented ASP-solution enables Spalding to offer its partners enhanced online content designed to educate customers about Spalding’s products and help differentiate them from competing products. Presenting consumers with a manufacturer’s compelling marketing content at the point of research has been shown in WebCollage studies to increase add-to-carts. Spalding becomes one of WebCollage’s first customers in the sporting goods industry; joining over 50 other leading brands that utilize the WebCollage solution.
Spalding has developed effective, interactive marketing content for a number of its branded products, including its innovative “NEVER FLAT™ basketballs and soccer balls and its portable and high-end backboard systems. Up until now, the challenge for Spalding has been how to easily get this content in front of the eyes of its customers, many of whom do their research and shopping on retail Web sites.
Research shows that customers are more likely to stay longer, view more information, and ultimately purchase more on a retail Web site when they can find all the product information they are looking for in a compelling format. WebCollage’s solution enables Spalding to seamlessly syndicate its rich marketing content to retail partners’ Web sites, maintaining the retail sites’ “look-and-feel” while providing the latest, most comprehensive marketing content from Spalding.
According to a study performed by Bigresearch in June of 2006, 87% of nearly 7,500 respondents reported that they performed online research before making offline purchases. Research from eMarketer.com shows that customers are more than twice as likely to perform this research on retailer Web sites as they are on manufacturer sites.
Thus, retailer Web sites are becoming an important channel for manufacturers to deliver educational information about their products through the presentation of interactive demos, videos and other rich media content. Retailers want customers to visit their sites frequently and want to provide them on each trip with all the information they need to make a purchase. This prevents customers from needing to go elsewhere – in the worst case, to a competitor – for additional information. WebCollage’s solution helps manufacturers and retailers jointly address these issues. It delivers Spalding’s compelling online marketing content to customers directly at retailers’ Web sites, where customers are actively researching and buying
Find this article at: http://www.labnol.org/internet/pressrelease/sporting-good-company-spalding-uses-webcollage-for-retail-website/965/
