6 Content Strategies for Sell-in & Sell-through

6 Elevated Content Strategies for B2B Sell-in & Retail Sell-through

The key to a successful content strategy is tailoring content to target audiences and building genuine connections with customers. Wholesale content strategies require specific information and data for various steps of the purchase journey, including different audience types (anything from merchandiser to sales rep to commercial buyer to specialty retail owner). 


61% of marketers report that their greatest challenge is creating content that appeals to different customers and different stages of the purchase journey. That’s precisely where ShowLabs comes in.  By creating omnichannel content, we’re helping brands eliminate the need to create & re-create product content strategies for wholesale sell-in, retail sell-through and direct-to-consumer ecommerce. We consulted our client success management team on their recommended strategies for creating effective content for B2B, specialty retail, DTC, wholesale buyers, merchandisers, end-consumers and beyond. 


1. Elevated Product Content: High-quality, 360-degree images and on-model shots showcasing product fit are crucial. This allows buyers to assess the product from all angles, aiding in their decision-making process. It’s essential that this enhanced content is then syndicated to specialty retail partners so that it can be used for end-customers’ purchase decisions, too.  


2. Color Matching for Unavailable Samples: In cases where not all samples are available during sell-in season, providing color matching options for existing products ensures accuracy and helps buyers visualize the merchandise effectively. In addition to perfectly accurate product imagery, the sample-production timeline is no longer a bottleneck for sell-in season. 


3. Detailed Tech Specs: Technical specifications such as weight and dimensions are important for retailers to populate their ecommerce sites with accurate information. Additionally, this is invaluable data for inventory management, shipping and warehousing for both retailers and wholesalers. This data can be stored as metadata for internal management and external marketing use. 


4. Highlight New vs. Carryover Styles: Emphasizing new products while identifying popular items from the previous season helps buyers stay informed about the latest trends and encourages them to explore fresh offerings. ShowLabs specifically plans lighting and styling so that carryover styles seamlessly fit in with new catalog styles. 


5. Offer Compatible and Complementary Products: Presenting compatible, similar, or complementary products together facilitates upselling and cross-selling opportunities. Packaging and merchandising these items together also simplifies the ordering process for both retailers and customers. Simply eliminate the need to browse for additional products by suggesting complements. 



6. Utilize Lifestyle Imagery: Incorporating lifestyle or inspirational imagery helps buyers envision how the products can be merchandised and end-customers contextualize the product in their own closet or gear room. This visual context aids in creating a compelling narrative around the products, increasing their appeal to potential buyers.


7. Point of Purchase (POP) Displays and Packaging: Including packing, display & POP allows wholesale buyers to take their merchandising strategies one-step beyond the product. By including this data and product imagery in B2B catalogs, retailers can not only purchase, but plan their merchandise in real life. This attention to presentation can significantly impact sales within wholesale environments and simplifies merchandising for the buyer.


Creating flexible, reusable content allows for atomization and engagement across every step of the wholesale ecosystem, for every type of customer. Build a better strategy with the product experts at ShowLabs and request a discovery session today