Strategies & Visual Storytelling for Retail
Narrating the Shopping Experience on Social Media
THE DIGITAL STORY OF LE CENTURIE, SHOP CENTER VALSUGANA, CENTRO NICO, BLUE GARDEN
A shopping center is not just a collection of shops: it is a meeting point where every day relationships are built between consultants and customers; it is a place of leisure, for families, young people, couples of all ages; it is an experience of continuous opportunities; it is pure movement of people who enter, visit, work, stop for a coffee… But above all, each shopping center has its own identity, which makes it unique and which must be narrated.
Over the years, the Fabulab team has built the digital history of:
- Le Centurie
- Shop Center Valsugana
- Blue Garden
- Centro Nico
WHAT WE ARE DOING
In 2020, because of the pandemic and the mandatory social distancing, it was necessary for shopping centers to intensify their social marketing activities, with the aim of building and maintaining continuous contact with customers.
Facebook and Instagram have represented the best communication channels for retail in recent years, both to reach and make themselves known to new customers, thus increasing visits to the center, to consolidate relationships with customers and to manage customer care.
Hence, Fabulab’s choice to create quality content that through images and videos shows:
- shopping experience
- different areas of the shopping center
- news from the shopping center
- identity of the center
The choice of contents is always preceded by a strategic analysis phase that includes:
- analysis of the context
- analysis of competitors
- analysis of social trends in the reference sector
Management and posts on social media are supported by advertising campaigns:
- Google Ads
- Facebook and Instagram Ads