Highsnobiety proves a fresh take on product content can win over bored consumers

[fa icon="calendar"] Sep 5, 2017 10:02:00 AM / by Connor Mora

 
With the proliferation of online sales, the global ecommerce market is estimated to top $27 trillion by 2020. Those sales fueled by the 1.7 billion unique shoppers completing transactions on everything from iPhones to Air Jordans each year.
 
But guess what? Shopping experiences have become “beacons of boredom” for consumers. 
 
If there’s something I know from personal experience, it’s that most of the time people don’t know what they want when they’re shopping. Sometimes they don’t even realize they are shopping. Browsing happens out of boredom, with hopes that something new and exciting will pop up in the process. What’s more is that as bored, product grazing occurs, consumers expect whatever appears on their screen to tell them what to buy.
 
A company that leads the way in curing consumer boredom is Highsnobiety.com. In fact, they do it so well they boast that 43% of their visitors make an online purchase after reading their content.

 

Highsnobiety: Providing Content that Delivers

Highsnobiety ranks as one of my favorite sites to bored browse for a couple of reasons.
 
First, it effectively cures me of my boredom by introducing me to a world of new products and styles I would have otherwise never discovered.
 
And second, it takes my wandering mind from not knowing if or what I wanted to purchase and fixates it on one of those newly discovered products.
 
In addition to an aesthetically pleasing and clean site, I can always count on them to pound out new and relevant articles on a daily basis. This assures content is kept fresh and exciting.
 
For example, the other day I watched an episode of Rick and Morty which referenced a szechuan sauce that McDonald’s released in 1998 in hand with the launch of the Mulan movie. I assumed this was just a ploy for the storyline of the show.
 
To my surprise, I found an article on Highsnobiety that revealed the sauce mentioned was actually produced by McDonald’s as a promotion for the launch of Mulan. What’s more, is that it now sells for whopping amounts (as much as $15,000)!
 
Now as much as I would love to cop a bottle of McSzechuan, I don’t have $15,000 lying around. Thankfully Highsnobiety included a link on how to make my own. Thanks to which I was able to save my bank account and make myself some delicious homemade McSzechuan.
 
It’s content like this that keeps me coming back to their site.

 

Defying the Status Quo

Highsnobiety’s approach strays from conventional cookie-cutter content, which usually includes product features neatly listed next to a generic image with an dull description beneath.
 
Instead, it’s subtle and connects a product to the world it exists in through blogs, long posts and photos.
 
They don’t directly sell you a product, they make you sell it to yourself.
 
Take a look at the process:
 
  1. First, they provide the latest and most relevant fashion trends and apparel blogs that pull you to their site. Within these blogs is everything you would want to know about a product (or at least an internal link to it) from its price to color variations.
  2. Second, the product is connected with the real world through highlighting its necessity to everyday life. Why you need to have it is the main priority of the content.
  3. Third, to hit the point home, the product is connected with a celebrity or popular trend which provides social proof. Images of products are sourced from popular social media posts and real life situations.
  4. And last but not least, they tie it all together by including links that bring you directly to products after you’ve been primed to purchase.
 
You don’t even realize you’ve been “shopping”.

 

A Case in Point

Their recently featured article on Sergio Ramos serves as a perfect example of this process:
 
Imagine you’re a soccer fan, bored and looking for a way to kill some time.
 
You head over to Highsnobiety to discover an article about the daily life of Sergio Ramos with a cover image of him touting a pair of Nike cleats.
 

sergio-ramos-real-madrid-morning-routine-01-1200x800-1.jpg

 
As you delve into the article, you discover that the cleats are the newly released Nike Tiempo Legend VII. In addition to that, they’re worn by one the world’s best players.
 

The article then goes beyond the cleats to explore the life of Sergio, describing his daily routines to create an emotional connection with him. Further contributing to this connection are images from Sergio’s personal instagram showing him gear up in the Tiempo for practice.

 

As your journey through the daily life of the soccer star is concluded, Highsnobiety leaves a link to Nike.com that brings you full circle to purchasing the cleats.

 

Experience it for yourself. Check out the article here

 

Take-aways

While product content needs to deliver everything you should know, the format in which it’s delivered doesn’t have to be confined to a set way. Highsnobiety’s subtle, unique approach is different in that it:
  • Infuses products with personality and the real world
  • Provides content throughout a blog/long form
  • Connects on an emotional level
  • Doesn’t directly sell to the consumer
It’s an approach that provides anyone with takeaways on how to create an immersive ecommerce experience.
 
By building stories around a product, the content goes beyond basic expectations and produces feelings of desire; feelings of a need to purchase. The product becomes relevant, holds value and becomes indispensable.
 
The only question you’re left with after reading is when the product is going to arrive at the door.

Topics: Product Content, brands, Customer Experiences, Ecommerce, Fashion, online retail, Brand Stories

Connor Mora

Written by Connor Mora

University of Michigan student and digital marketing intern for Plytix. Runner and sneaker enthusiast.

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