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	December 13, 2006 Manufacturer Uses Content To Differentiate A Commodity Product by Kyle McNabb with Barry Murphy, Shelby Semmes	Average: 0  (1 rating)

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Executive Summary

A European manufacturer of home decoration products, facing increasing commoditization of its core products, drove differentiation through its use of persuasive content — such as selection guides, usage information, color schemes, and safety guidelines — in its online initiatives. This company used its Web site to drive consumers to local retailers by offering "where to buy" directions to customers based on available in-store inventory. Success required a strong understanding of the different regional and country expectations of customers and prospects, something the core eCommerce team couldn't understand on its own. While offering a shared service for Web content management, the eCommerce team worked closely with regional marketers to understand local customer context and didn't require the regional teams to manage their content. However, the regional teams that took a more active role in managing their content saw greater increases in in-store sales, most likely because they understood the customer's context better.

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