Supermarkets have increasingly complex content requirements and intensive production schedules, both in print and digital media. So how can supermarkets keep up with content demands, increase efficiency and cut costs? Content orchestration.
The challenge for supermarket marketers
The supermarket sector is characterized by fast-moving consumer goods, time-sensitive offers, and high competition. Whilst many processes in the industry have benefited from the strategic application of technology, one area lagging behind in digital transformation is content creation.
Thanks to the explosion of platforms for marketing and e-commerce in the past decade, supermarket teams need to create and process more creative content and assets than ever before. This represents a considerable challenge, exacerbated by siloed teams, inefficient processes, and sub-par digital storage solutions.
From the point-of-sale signage, weekly brochures, and flyers, to website and in-app images, supermarkets need to produce high-volume, time-sensitive materials, with constantly changing product images, pricing, and descriptions.
However, many supermarkets fail to recognize - or prioritize - the importance of content creation in their strategy. They continue to use outdated manual processes that cost time and waste money.
This means, for forward-thinking retailers, there is an opportunity to gain a competitive advantage by introducing more efficient workflows and processes. But where can supermarkets find examples of best practice?