Download - Applying Digital Content-Marketing Tactics at the Storefront

Bring Content Marketing In-Store:Your Retail Space

as a Venue

Andrew Kessler, CEO and Founder, @TogatherInc

Monday, February 3, 14

Awesome content

Their Check Out My Check Out


The greatest challenge retailers face today is the broken link between social media and

foot traffic.


Use what you’ve learned on Twitter to solve your foot traffic

problem.


iPads won’t get people in your door.


But great content will.


Evolve your online content strategy to create new retail

experiences.


Great moments in the history of retail.


You’ve already won, you just don’t know it.


Create permanent venues for community:

Information Personalization Conversation


1. Information:The Age of Tutorials


But we need more to get from here…


To here.


Sephora University.


2. Personalization:It’s All About Me


I want to have fun.


I want to feel special.


A personal relationship with the brand makes spending feel less

transactional.


3. Conversation:Something to talk about.


Where’d you get those shoes?


Events drive 50 - 80% of word-of-mouth for all products.

(McKinsey)


Transactional

vs.Social

“WE’RE HAVING ANOTHER SALE!”

“You’re invited to something great.”


Create experiences that help shoppers learn, share, and

make new friendsat your store.


(Remember: use what you’ve learned from social

media)


Use data to build community in-store and spark real-world conversation.


Store = Venue

Information Personalization Conversation


Does your store mirror your online presence?


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