NWACC & WhyteSpyder - Item Storytelling (June 6-7)

Northwest Arkansas Community College’s Retail & Supplier Education and WhyteSpyder present: Item Storytelling for the Omnichannel Shopper. A two-day course designed to help you create outstanding content for ecommerce.

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We’ve been listening to all your questions regarding marketing data and content. WhyteSpyder works with suppliers and manufacturers every day, helping them meet the needs of item storytelling for today’s omnichannel shoppers.

This two-part course is designed to give you the answers to providing data and content that will attract, convert, and retain your shoppers across all channels.

Current marketing professionals and students have likely come up in a push-marketing world. But as the landscape continues its shift toward pull-marketing, shoppers are searching for exactly what solutions your individual items can provide. Item storytelling through optimized and enhanced content attracts their attention and converts their purchase – online and in-store.

June 6th & 7th, 2017 • 9:30 AM – 12:30 PM

Location: Northwest Arkansas Community College,
Shewmaker Center for Workforce Technologies, Room B103

Eric Howerton
Eric Howerton is the Chief Executive Officer of WhyteSpyder, Inc. He has more than 15 years of experience in marketing, advertising, and publishing – the three essential components necessary to comprehend, strategize, execute, and deliver effective content marketing.

Joyce Grippi
Joyce Grippi is WhyteSpyder’s Senior Director of Account Services. Welcomed to the WhyteSpyder team after 17 years of communications management at Walmart, Joyce has extensive expertise in providing innovative and effective retail and digital marketing communication solutions.

WhyteSpyder, a digital marketing firm located in Fayetteville, Arkansas, is a leader in item storytelling for Walmart and its suppliers. This course responds to the primary concerns expressed by the supplier community recognizing the continuing and compelling need for suppliers to comply with Walmart’s call for higher quality data and content for every item.

NorthWest Arkansas Community College seeks to make a difference in the lives of individuals in this community. The college’s mission is to empower lives, inspire learning and strengthen the community through accessible, affordable, quality education.

Workforce and Economic Development forges strategic partnerships to provide world-class training designed to close performance gaps and increase overall productivity and efficiency. This program, created in collaboration with Walmart, continues to gain respect in the supplier community and helps individuals break into the retail industry and have successful careers. The Retail and Supplier Education division, led by Director Teresa Warren, is expanding its focus on Continuing Education for retail professionals seeking to advance their career and improve skillsets.

© 2017 WhyteSpyder, Inc.
NWACC’s Retail & Supplier Continuing Education course offerings are not associated with or endorsed by Walmart Stores, Incorporated or its affiliates. All students enrolled in these courses must have a valid Retail Link Userid. Retail Link© is a registered trademark of Walmart Stores, Inc.


Data and Content Benefit Walmart and Manufacturers

Walmart has called for data and content from all of their suppliers for every product in their portfolio. They plan on using the information for the product page on Walmart.com. That is pretty well known by now. What still seems to be a question, though, is why Walmart wants it and how it’s good for the manufacturers to play ball. Dave Feinleib of Content Analytics recently sat down with Eric Howerton to discuss.

First of all, it’s a pretty big challenge to pull all of this data and content together, not to mention putting it together in the right package to be Walmart compliant. Companies like Content Analytics and WhyteSpyder exist for this purpose. They’ll not only compile the information, but will also validate that the content is there and reads a manner that’s in line with the manufacturer’s message. The goal is to make your product shine for the consumer.

Brand teams have worked hard to gain the trust of their current customers and be attractive to new ones. Walmart wants to foster and build upon this trust. Incomplete or lacking product pages on Walmart.com undermine customer confidence. They’re going to go with the retailer or manufacturer that makes an investment in providing the information that they want to make an informed purchase decision. And they want a lot.

Manufacturers supply Walmart for a reason. The largest retailer in the world is a valuable platform for selling their products. Walmart is a company that people trust and provides tremendous visibility for manufacturers of any size. It’s important, especially for the omnichannel shopper, that a barrier doesn’t exist between the online and in-store shopping experience. Providing product data and content is the only way to diminish those walls. The more volume and accuracy of the provided information, the better the product will perform. There is no such thing as too much.

To learn more about the importance of data and content and the help that’s there for the manufacturer in this arena, listen to the entire podcast.


Markendising Today: The Path to Purchase

Rick West ScreenshotThe modern-day shopper uses all the tools available to them to research and purchase goods and services. These new “omnichannel” shoppers are a prime example of how the retail world is changing, thus its marketing and business strategies must change with it.

Recently, WhyteSpyder CEO Eric Howerton sat down with Rick West, CEO and Co-Founder of Field Agent, to discuss new trends with the omnichannel shopper. Field Agent is shopper marketing agency that specializes in mobile research.

“We are like a 15-year overnight success story,” West said. “We are really a research arm that created a solution to a problem. As research was coming in 2010, we realized to access today’s shoppers you need to use mobile engagement . . . so, we really got into tech and created this category of mobile research.”

More than 700,000 people in the U.S. have downloaded the Field Agent app. These people give in-store audits, product reviews, and longer-term diaries of product studies.

Roughly a year ago, the company started a report on mobile research and shopper activity. They found that regardless of the product size, price, or purpose, people use their mobile phones to research and purchase nearly everything.

“It is completely integrated into the shopper’s process; it is the new way people go to market,” West said. “We are probably never more than six feet away from our mobile phone, it is your alarm clock, it is in your car, or it is in your hand at all times.”

People use their phone to look for customer reviews, how-to videos, and coupons throughout the shopping process. Walmart, and some other large retailers, are starting to recognize this as an opportunity.

This is an opportunity to increase sales and customer engagement. The information coming from institutions like WhyteSpyder and Field Agent is changing how businesses look at marketing and merchandising.