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Transforming The Customer Experience

When To Update Your In-Store Content and Messaging

Posted Dec 14, 2017 9:45:00 AM

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When a piece of content is finally implemented, there is a sense of satisfaction and relief that you just completed a job well done. But, once you finish creating a content project, you can’t celebrate for too long.

The work isn’t over when you publish, post, and present your new content to your audience. Next comes the planning and the preparation for what you need to do to manage and update your next phase of content.

And this doesn’t just go for online and social media content. This strategy needs to exist across all of your platforms and that includes in-person mediums like your in-store content.

What Is In-store Content and Why Is It Important?

While many businesses and restaurants are aware of the importance of updating digital content, many fail to realize that content is important both online and in your business.

Your in-store content is an extremely effective way to connect with interested audiences.

A shopper or customer who is in your business is a hot lead for both sales and upsells, and strategic in-store content creates an opportunity to connect with and convert them.  

You can connect with them through a variety of in-store content mediums such as:

While content is a hot topic in the marketing industry, it’s important to remember that content is not restricted to online use. Content that connects with people during physical touch points can be just as useful.

So put as much effort into creating and updating content in your store or restaurant as you do into developing content for your online properties.

When Can You Update In-Store Content?

Now that you know it’s important to both have in-store content and update it regularly, let’s talk about how often you should revise and change it.

There are many schedule options to consider when setting up a plan to update your in-store content and messaging.

You can create your calendar based on broad times such as:

  • Annually
  • Semi-Annually
  • Quarterly
  • Seasonal
  • Monthly
  • Weekly

Or, you could break it down and create more specific and detailed updates based on:

  • Promotional Deadlines
  • Day of the Week   
  • Time of the Date
  • Weather Conditions  

While updating daily, by the time of the day, or by weather conditions seems like a management nightmare, it’s actually much easier to execute than you might think.

Using day-parting, time-parting, and weather-parting,you can customize digital signage to change automatically based on set conditions. For example, you can set your content to change from Monday to Tuesday, from morning to afternoon, or even from sunny outside conditions to rainy weather.  

Likewise, adjusting your content based on deadlines and content expiration dates might seem like a lot of management. But if you use a set content calendar, have access to a strong content creation team, and plan ahead, it’s easy to keep your content updated and relevant.

Put your content production on a set schedule. Grab our free Retail Editorial Calendar Template.

When Should You Update In-Store Content?

With so many options of when to update your in-store content, how do you know what is right for you and your business?

Well, that depends.

The schedule for when you should update your in-store content will vary based on a variety of factors.

To help you decide what type of calendar your business should create for your in-store content, consider the following questions.

  • Do you offer time sensitive offers and promotions? If you regularly promote time-sensitive offer and promotions, you want your in-store content to reflect that. You should update your content each time you run a new offer or campaign.

  • Do you offer daily specials? If you have a restaurant or business that changes your menu offerings or specials daily, you want to let customers in your store know. You should update your in-store content daily.
  • Does your business change based on seasons? If your business changes substantially during the seasons (i.e. you offer different products and menu items, your in-store decor changes, etc.), you would want to adjust your in-store content to match.  
  • Does the weather impact the products or services your customers want? If weather changes create an opportunity for you to connect with customers (as would be the case for a tire shop that sells snow tires when it’s snowing), consider using weather-parting to automatically change your content when it can create an impact.
  • Do you have the resources to update your content regularly? The last question to ask yourself has to do with the resources available to you. Consider the resources you have to update your content (the software, the content, and the time). If you don’t have the right resources, don’t over-commit to a schedule you won’t be able to meet. Either tone down your plans or look for a content partner who can help you get what you need.

There is no one-size-fits-all answer to the question, “When should I updated my in-store content?” But this list of questions will help you determine the answer that is best for your business.

Look at your business, customers, and marketing strategies and set up a content schedule that matches your unique needs.

If you want expert advice on how to plan your in-store content calendar specifically for your business, contact Spectrio today.

Schedule a free consultation with one of our signage experts to get one-on-one advice.

Start Your In-store Content Strategy

Now that you’ve seen that in-store content is just as important as online content and that you can’t just launch one content project and call it a day, are you ready to launch and grow your in-store content strategy?

If you are, we have the guide to help you take the next steps.

Grab our FREE ebook “How to Provide Exceptional Customer Experiences Using Audio and Video” to see how you can harness the power of in-store content to better serve and connect with every customer who walks through your door.


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