Dive Brief:

• 54% of consumers say they’d end a relationship with any retailer failing to provide content relevant to them.

• That includes retailers’ use of social media, magazines, apps, and advertising, according to content and branding platform company Contently, in its report “State of Content Marketing: Retail.” 

• The idea is to provide content that has value to the consumer beyond just selling products, according to Contently’s analysis.

Dive Insight:

This report is full of marketing examples from the past and present and makes a compelling case for its premise: That the retail experience consumers desire is heavily dependent on value-laden content. Many experts talk about the need for “storytelling” and “experience” in retail, and Contently does a good job of showing what that means, why, and how.