Have you thought about how in-store content can help with your customer experience? In-store editorial allows you to feature products in a way that is much more engaging than traditional in-store advertising. Content is a discovery point for your brand that can lead to increased time in the store, repeat visits, incremental sales and a high conversion rate. The most important thing to remember is that in-store content should centre around mobile. Mounted displays/tablets are a great way to start the engagement but it should flow seamlessly into a mobile experience. Below is a simple example of how interactive content can flow to mobile engagement within fashion retail. This example includes a curated shopping cart based around a styled look. The fashion stylist becomes the shopping cart curator turning the payment process into a customer experience.