Gilt Becomes a Content Creator For All The Right Reasons

Posted: August 9, 2011 in Consumer Power, Content, Convergence, Curation, Digital Media

In today’s digital world, over time nearly every company has to become a media company. That is a cornerstone theory of my book C-Scape. The “C” stands for the four themes of change that every company, media and otherwise, has to embrace: Content is king, The Consumer is in control, Convergence is changing your business and Curation is a new skill you much embrace.

Today I got an email from the fast-growing digital shopping business Gilt, known for it’s daily sales of high-end branded products and services.

The email announced the launch of “Park & Bond,” which it described as a “new shopping destination for men.”

But let’s look at what they say you will find there:

Curation: “A curated selection of the world’s best brands, available when and where you want them.”

Consumer: “The Ability to see how virtually every item appears as part of a head-to-toe look”

Content: “Tools and Content designed to help men build an amazing wardrobe and get the most out of it, from personal shopping to buying guides and how-tos”

Convergence: “Park & Bond. It’s the New Intersection of Men & Style”

To be sure, Park & Bond is a shopping site from a commerce company, Gilt. But as a new digital business it proves that it understands the most fundamental issues around doing business today. Companies must provide much more for their customers, and create the kind of experience that helps them do everything they need to do in life, including shop. It’s simply good business.

Consumers face an overwhelming set of choices for everything they do, from reading a magazine to watching TV to buying a shirt to taking a vacation. Increasingly they need and appreciate guidance and intelligent curation of their choices. Park & Bond provides consumers with all kinds of helpful information, from “How to” stories helping some of the more style-challenged members of the male species, to details on fashion trends and advices on what to look for when buying clothing and accessories. And the context of the answers is how the customer uses the product, not how it’s sold or who sells it. There are also cultural guides and and advice on taking care of clothes.

In order to succeed as a consumer business in the future, businesses are going to have to give them more and more help in quickly and easily making the best choices they can.

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