Content Strategy
Defining the role & rules of digital screen content in-store.
A BRIEF FROM TELSTRA IN 2019
Tasked to define a retail content strategy for Telstra FRE 1.5 stores, that provides Telstra internal teams and partners a framework and playbook that ensures the needs of the digital screen viewer are core to every content generation decision.
Today, there is a disconnect, our retail content often fails to connect with our customers, our people and at times the retail environment itself. Often, content on screens is not there to focusing on elevating the customer experience.
RESULTS
New stream of work
Output of the project opened up a new stream of work for us to look at the role and rules of corporate screen content.
IN DETAILS
Project activities and approach
We hoped to validate existing research and uncover new insights, to better understand staff needs and behaviours and observe first hand how customers and staff engage with the screens. In 3 days, we went to 6 different store locations in NSW to intercept customers.
What we’ve delivered
A strategy and framework for content creation with templates and guidelines for content briefing.
10 design templates with motion for retail store zones.
Evolved motion guidelines for executions.
A measurement framework for ongoing in-store screen content optimisation.
PROJECT HIGHLIGHTS
Ideation testing
Conversation-led framework
The role of our in-store screens is to drive more meaningful connections between our staff and our customers. Telstra FRE 1.5 retail stores are divided into four key zones where customers display unique behaviours and needs in which then informed the conversation steers and content creations in each zones.
Measurement framework
Post delivery of the playbook, we provide a measurement framework recognising there’s an opportunity for Telstra to better understand content performance and inform ongoing content optimisations for better in-store experiences.