Physical stores are the next live studios for creating digital content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2021, 1:58 PM UTC

While social and digital content is crucial in building a brand image, physical stores now design create branded content.

With the drastic pandemic-induced shift in shopping patterns, retail is set to undergo a complete transformation. Brands, for instance, are using physical stores to offer sensorial shopping experiences to their customers. Marketers can transform a standard store ambience into a “collab house” style environment. 

This concept revolves around making the physical store a content portal for digital sales. For example, employees at Beautycounter’s store Livestream product demos for online shoppers to see, while in-store shoppers double up as audiences for the store. 

Similarly, integrate production capabilities in the store to enable staff, shoppers, influencers and visitors to create content and other assets to build brand image. For instance, Vans has used its stores as live stages for a long time. More recently, the brand is using its stores to stage events like interviews and DJ sets. 

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