Five content and storytelling strategies for digital retail environments

With a pandemic reshaping traditional retail, brands should embrace new content strategies to tell brand stories in blended ‘phygital’ or e-commerce environments.

Globally, retail brands have faced the biggest-ever test of their omni-channel platforms due to lockdown restrictions on populations. COVID-19 has supercharged the move to online purchases, giving retail brands the increased challenge of attracting customers into physical retail experiences that are inspiring and safe.

What has become clear is that brands with only physical stores, lacking in relevance and reasons to visit, alongside minimal online ecosystems, face the prospect of extinction. The pandemic has created a seismic shift in the urban landscape where city centre flagships are being impacted due to reduced footfall, created by working from home and lack...

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