Leaders of the Pack: McNeil Consumer Health – Rogaine and Neutrogena

As the Labor Day holiday flies by, merchants are beefing up eCommerce site content for the holidays. So it’s fitting that our featured merchant for the latest installment in the “Leaders of the Pack” series — McNeil Consumer Health — is innovating on multiple fronts when it comes to robust content.

A division of Johnson & Johnson, McNeil Consumer Health is the parent company for consumer health brand manufacturers, including Rogaine and Neutrogena, whose sites we feature here. Both sites serve their target audiences with solution-based content that guides shoppers to the appropriate content.

Potential buyers of the hair-regrowth medication Rogaine are in a delicate situation, and may not want to browse physical store aisles or speak in person about their needs. So the site provides comprehensive self-service product information to guide them from consideration to purchase to product use. For those in the research phase, summaries of scientific studies about the effectiveness of the product are provided, along with customer testimonials. Product pages include demonstration videos, tips for scheduling application, and reviews — proactively addressing shoppers’ questions and instilling confidence to motivate the add-to-cart. Key video content is highlighted in drop-down navigation, helping shoppers locate essential information quickly.

The content offerings support customers beyond purchase as well. An entire section of the site titled “Results Program” offers further usage tips and the opportunity to receive one-on-one advice from brand experts through the Real Results Program, a membership that includes four months of products. Finally, a “Track Your Results” iPhone app gives customers access to content and tools for tracking progress on the go.

While potential buyers of Neutrogena skin-care products are potentially less cagey when it comes to product research, the brand must differentiate itself from the other options on the crowded shelves in the beauty aisle — another challenge successfully addressed with comprehensive content. The eCommerce site prominently features brand-defining content int he global header, including a “Why Neutrogena?” section outlining the company’s history and reputation as the top dermatologist-recommended brand.

The site also features an “Expert Center” with comprehensive information about common beauty concerns. Links to related products are integrated into the content, giving shoppers quick access to skin-care solutions.

The products-and-content integration has been executed “both ways”, so that shoppers studying product pages have access to related articles and expert resources. Product pages additionally feature in-depth reviews that allow customers to rate products according to quality and value and to profile themselves by skin type so that shoppers can find reviews from others facing similar skin-care challenges.

The brand’s robust content is featured on Facebook, where top product categories for the audience are featured, along with deep links directly to category and index pages on the eCommerce site. The brand’s social media presence is bolstered by swift customer service, with followers’ questions and comments receiving detailed responses. In this example, a comment (in Portuguese, no less) about animal testing receives an in-depth reply, showing that the brand takes followers’ opinions seriously and demonstrating expertise on the topic via the informative content.

If you have a candidate to recommend for “Leaders of the Pack,” let us know! What content are showcasing for the upcoming holiday season?

Leaders of the Pack: Berkshire Blanket

We kick off the month of August with another post showcasing a 2013 MarketLive Merchant Award winner. The “Leaders of the Pack” series aims to demonstrate how the best practices and strategies the blog usually covers are executed in the real world.

Berkshire Blanket is a producer and importer of blankets and bedding of all types. With stiff competition from large housewares brands (Pottery Barn, etc.) and mass merchants (from Macy’s to Walmart and beyond), Berkshire Blanket distinguishes itself with strong content that showcases products in innovative ways and guides shoppers through the process of selecting the right bedding for their needs. This emphasis on in-depth content led Berkshire Blanket to more than double the eCommerce site’s engagement rate year-over-year in 2012.

Informative content permeates every phase of the customer lifecycle. For shoppers beginning the hunt for relevant products, Berkshire Blanket employs an intuitive navigation scheme that highlights top sellers and favorites in the drop-down display, thereby offering a shortcut to popular items and upping the efficiency of the site.

Category and index pages offer guided navigation for shoppers who seek to winnow down listings by such product-specific attributes as “warmth” or “practicality”. These terms distinguish Berkshire Blanket from sites with broader product offerings and less-focused attribute options — demonstrating the brand’s expertise and focus when it comes to bedding.

Selected category pages call out features and benefits in detail, while innovative collection selling pages group products and offer detailed descriptions. This page for travel accessories describes how the featured items help “relax and stay warm on your next trip”. Such unique presentations demonstrate Berkshire Blanket understands the varying and specific needs of its audience, and helps connect shoppers with products relevant to their situation.

To further inform the consideration process, Berkshire Blanket offers a “Blankets 101” section with comprehensive guidance to help shoppers compare and select the right items. Seasonal decorating guides showcase the latest trends and corresponding products, thereby seamlessly blending informational content with commerce.

For those shoppers deeper into the consideration process, Berkshire Blanket offers comprehensive product pages that spotlight care instructions and the site’s “WOW” product guarantee. The information proactively addresses potential concerns and encourages shoppers to move from browsing to purchasing.

The message about Berkshire Blanket’s commitment to quality is reiterated in the shopping cart, where the product guarantee and free returns are highlighted. An additional promotion detailing the conditions for receiving free shipping further motivates purchasing by highlighting online shoppers’ top sought-after discount. Once within checkout, a single-page presentation keeps product details and the estimated order total visible as shoppers step through the streamlined order form.

Berkshire Blanket rounds out its content offerings with active presences on Twitter and Facebook. In addition, the company’s blog offers shoppers behind-the-scenes insights on everything from photo shoots to product packaging, spotlights decorating trends and profiles loyal customers as well as expert staffers. The image-rich content speaks to a community of design enthusiasts and demonstrate the brand’s credibility and expertise within that community. Links to relevant products encourage followers to engage further.

Do you have candidates to nominate for “Leaders of the Pack”? Let us know!