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Thursday 18 September 2014

Content is King for Retailers: Content and its role in Retail

Advances in technology have changed the way we see and interact with our world forever - and this means that the way in which brands can attract our attention has changed dramatically, too. 

In a blog for Breed Communications, Tom van Laer (Assistant Professor of Marketing at ESCP Europe) has looked at the way in which this two-way communication has resulted in consumers wanting more from their brands - in short, how content has become king.

"Retailers have had to go back to the drawing board and rethink their whole approach to retail strategy and find out what their customers are all about and discover more about their needs as a customer.  Not only this, they have had to rethink their identity and find out who they are, what they are all about and their key messaging.

The advancements of technology and the many new variables involved in a retail experience have made consumers not only interact with a retailer on a different level in the way they purchase an item, but it has changed the way they interact with the retailer as a brand on a more personal and emotive level.  With people's lives becoming more consumer driven and retail goods seen as almost and extension of themselves that is reflective of their own personalities, customers are wanting more from their brands and wanting to identify more with them..."

You can read the full article by visiting Breed Communication.


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