Why you need a content syndication strategy

September 15, 2022

In this blog you’ll find out how content syndication enables some of the world's leading toy brands to increase sales on e-commerce channels by almost 13%. We'll give you the inside scoop on how it works and share exclusive AB test results from one of the world's top toy brands which prove the ROI of this powerful tool. It's one of the Toy industry’s best-kept secrets!

 

The importance of e-commerce for retail

E-commerce channels are the final touchpoint for a sale, and lack of product information can deter shoppers from making a purchase. Creating rich brand content helps to sell more products, improves customer experience and increases conversion rates. It has become more important for your e-commerce channels to provide rich brand content in order to encourage a buyer to make that all-important purchasing decision. 

 

What is content syndication?  

Content syndication is the process of enriching retailer pages with branded content. It’s an effective strategy to update critical product information on retailer web pages seamlessly and automatically. It provides the competitive advantage of enabling content to reach a larger network of retailers and, as a result, greater access for shoppers. Here at Flixmedia we bring brands and retailers closer to their customers by offering content syndication, providing a more informed and engaging shopper experience. We currently work with some of the largest brands in the Toys market and have seen a significant increase in Add-to-Cart and conversion rates. 


The Toys industry and its growth opportunity  

The Toys industry has a total global revenue of over $94bn and has continued on an impressive trajectory over the past few years, including brand leaders Lego, Bandai Namco and Mattel. As the shift to online shopping continues to dominate consumer behaviour trends, it increases the need for brands to implement content syndication in order to create immersive and interactive shopping experiences not only in the UK, but globally too.


(https://www.forbes.com/sites/richardkestenbaum/2021/04/20/how-the-pandemic-has-changed-the-toy-business-and-the-latest-trends-in-toys/). 

(https://www.statista.com/topics/1108/toy-industry/#dossier Key figures)

Flix’s latest content syndication experiment

We recently worked with one of the world’s largest toy manufacturers on a content syndication experiment, to measure the effect of the Add-to-Cart rate with content placed below the fold on a retailer site. 

By placing brand-specific, user-generated content at different points of the INpage, we identified the following:

  • UGC placed at the top of INpages boosts Add-to-Cart rates by 5.07%, compared to INpages without UGC 
  • UGC placed at the top of INpages performed 7.84% better than INpages with UGC at the bottom

Click here to learn more about our A/B/C experiment. 

Here at Flixmedia our mission is to turn browsers into buyers. Our product suite provides interactive Hotspots, INpages, MiniSites and Augmented Reality experiences combined with your brands’ rich content to develop a unique shopper experience across your e-commerce channel. Get started with your content syndication journey today and watch your Add-to-Cart rate and conversions grow!


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