From Store to Content
?? Danny Shaket
It's time to see what AI can do to your marketing and sales! ?? Content strategist specializing in social media (Linkedin, Facebook, IG) and SEO | Generative AI lecturer and enthusiast
The 2015 November Holiday season saw the highest online spending to date and it is safe to say that this holiday season will display the same trajectory.
The declining interest in the physical store requires us to look at it differently - instead as the essence of the business we need to consider it as a new medium. It is no longer a place to conduct an exchange with a consumer, but an arena to create a conversation with the customer. Businesses now need to “justify” the effort invested by their customers who visit their stores.
It’s the reemergence of the in-store purchase as an experience of branded content - an opportunity for brands to connect the customer with their values. The store has become a content channel.
Just think about an apple store, where an informed geeky agent approaches you to help you with your choice. Another example is the Disney store, where any adult can connect with the inner child.
An interesting development is online stores that step out to the real world, to create pop-up or actual stores, and try to embody their virtual presence in the “real world”, such as Amazon has done recently by opening its first bookstore, in which the prices of the 6000 titles match those that appear and update online.
I believe that we will see in the future more examples like these - of businesses trying to create an experience to lure in customers and online businesses create physical presence - all to convey brand values. Content creators will pair up with architects and interior decorators to answer this demand from brands and consumers alike.
(Picture by: Mikhail (Vokabre) Shcherbakov in Flickr)
Post also appears on my blog: https://digitalbiter.com/2015/12/29/from-store-to-content/
Business Development Consultant | China Expert | Technology Transfer | Partner Relationship Management | Academia Relationship
9 年I have met a company creating virtual exhibitions (virtual B2B malls). The feel was not too realistic, although it definitely felt like a "first-person shooter" but with a business card.
Director, Business Strategy at The Athletic, a New York Times Company
9 年Interesting! But I can't find any other examples to in store purchases as an experience of branded content. Ideas? I think Israel is perhaps a bit different in this arena. Israelis would rather go to the store, check out the goods, then order them cheaply from Aliexpress. This works well with Disney products but less so with Apple :) the latter have a tight grip over their distribution channels so people won't do exactly that.