Content-Rich Experiences Aid The Store, Too

By Erin Harris, Editor-In-Chief, Cell & Gene
Follow Me On Twitter @ErinHarris_1

In the latest issue of Integrated Solutions For Retailers, Matt Pillar wrote a great article about how a specialty retailer’s video wall and the content it displays drive traffic into the store. The article itself is a reminder that video wall or not, delivering content-rich experiences to the customer is key to bringing the sophistication of the online experience to the store.

Content assets can aid the customer in context — in the store. Product content (i.e. descriptions, pricing, product images, reviews, and recommendations) and brand content (i.e. videos, advice, how-to’s, marketing images) may be featured simultaneously via kiosks, digital signage, video walls, associate-facing mobile devices, as well as on the consumer’s smartphone. Since price and product assortment are no longer true differentiators, retailers can leverage brand content to engage the customer, knowing that the engagement must be seamless regardless of how she shops the brand.

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