Content Marketers, don't forget the Shopping Floor!
Content marketers, don’t forget the shop floor!
For many organisations, content marketing is (still) primarily a kind of novelty for the online marketing department. But there are countless ways in which you can integrate your content on a much broader scale within your retail organisation, and involve your physical shop floor. On the one hand - logically – this content integration helps you reach your target audience, realise new instore brand and shopping experiences and product relevance and, on the other, offers broader inspiration for the creation of your content.
Add valuable storytelling to your brand experience
Traditionally speaking, there has always been a great deal of space reserved on the shop floor for product, price, promotion and campaign. Content-related storytelling was primarily a tool used by personnel when speaking to customers one-on-one.
But even here content can contribute significantly to the shopper journey by: