2009
:
John Lewis

Content Strategy for eCommerce

John Lewis were producing regular content yet there was no indicator it was helping with sales. The content was great but based on a monthly magazine format.

Aims

John Lewis were producing regular content yet there was no indicator it was helping with sales. The content was great but based on a monthly magazine format.

Methods

I looked at the analytics and worked with the content team to understand their aims and the feedback they had received. I used work by an external agency to look at how content tied into the process of buying a product and set out a series of steps to make the best use of the content we had and where gaps existed in product content.

Outcome

We realised that to integrate the content and product information a new CMS was needed.  We needed better metadata, more flexibility and a way to combine merchandising with content generation. It was not a dead end but something John Lewis would do long after my time.

Project Deliverables