Home and Living Brand Ariete Enhances Buying Experience

Ariete focuses on enhancing the online buying experience. Ariete, part of the Italian Delonghi Group, is a manufacturer since 1964 of products in multiple categories from cooking to coffee and from ironing to cleaning. This covers, for example, small kitchen and house cleaning appliances, coffee makers, and blenders. Ariete now syndicates its enhanced content in Icecat Product Stories to its channel partners. To explain its products better and to improve its consumer experience to its target audience. The first product stories are live on Unieuro and Monclick.

“Real-time” is the next frontier of a good marketing strategy. This is why Ariete chooses ICECAT as a content solution provider: to be as close as possible to the customer in online retail shops.

Donatella Mannini, Trade Marketing Manager at Ariete

Ariete Product Stories contribute to Buying Experience

To tell the “full story behind a product” to the end-user is critical nowadays for seducing a consumer to choose a brand’s flagship product. It helps to communicate to a potential customer the compelling features of a product that distinguishes it from competing products.

Ariete’s compelling product descriptions and imaging do not just convey what a brand’s product is about, but also why a customer should buy it. Or can’t live without it. Product stories might highlight the use cases of the product. It might also give a feel for the product experience and its coolness: why others are buying it. And why you need to be seen with it.

A Product Story is, technically, an html5 mini-site containing a selection of multimedia elements like video, feature explanations, 3D, and an image gallery. The main advantages are that it reduces marketing and content expenditures significantly as it is displayed on channel partner websites rather than on TV. A good and congruent Product Story also maximizes conversion and product sales. An estimate is that it enhances a product page’s conversion rate by 5 to 25% as it increases visitor engagement. And finally, integrating relevant content and media is easy to do with just a few code lines in a retailer’s website.

How to Integrate?

In short, the most simple integration for e-commerce users is to use Icecat LIVE. Icecat LIVE is a (free) service that enables you to insert real-time product content. Product Stories is one container in the Icecat LIVE granular call. For more information, see the manual on how to integrate Icecat LIVE.

If you are an Ariete DeLonghi reseller, you can use your Icecat account to download its free product content. Otherwise register online or contact your local account manager.