Country Road has harnessed the commercial power of content, with its blog recording an annual revenue run rate of $1.1 million and featured product converting at over 4%.
The figures were revealed at an investor briefing for its South African-based parent company, Woolworths.
Speaking to Ragtrader, Country Road MD Sophie Holt confirmed that there are an average 112,166 blog page views per month and 6.06% of all web visitors have engaged with the blog.
"One of the most exciting things for us is that it’s attracting a steady stream of new users who are discovering the world of Country Road for the first time,” she said.
"It is very much collaboratively driven. Our PR and content team work with the broader marketing and design teams to put together a calendar of stories, coordinate shoots and content.
"We also have a wide network of external contributors made up of some of Australia’s leading stylists and bloggers to create the most engaging features."
The most successful post this year was an editorial featuring actress and author Sophie Lee in her beachside holiday home.
"Our customers love anything that depicts our products in a stylish, understandable real life situation.
"What to pack and travel stories also resonate strongly with our readers, as do our behind-the-scenes features that focus on the world of Country Road design."
