The target audience is large and varied – everyone from energy managers of large retailers to merchandisers in high-end fashion stores, to high street retail, food, supermarket and petrol stations.
RetailScene is an annual ‘coffee table’ style print publication created especially for the food and fashion retail sector. Featuring engaging and thought provoking content, on current and future trends and real world inspiring stories, it includes views from experts at Philips and Philips’ customers alongside independent industry experts and key figures, to give a well-rounded topical read.
The Point 6 team worked closely with clients and experts in the sector to create articles that not only showcased the Philips portfolio of products and services, but really addressed the wider issues, challenges and opportunities faced by the industry.
We researched facts and trends, interviewed specialists to find interesting article angles, created impactful infographics, commissioned stunning photography and brought the stories to life with insightful copywriting.
We conducted interviews, both face-to-face and over the phone with retail innovators, experts and thought leaders around Europe to ensure we had a broad range of content that would resonate with our target audience – RetailScene was always intended to be more than a vehicle for Philips Lighting alone.
Whilst the project was initially print based, we were able to easily create an online version. We also then re-purposed the content for targeted social sharing, engaging with the diverse target audience and driving traffic to the site.