Content Strategy Lessons From Amazon
Here’s what associations can learn from the retail juggernaut
This holiday season marks the first year without a big toy store. In June, Toys R Us closed its doors, thanks in large part to Amazon. With its shuttering also went the warm and fuzzy experience of children pouring over the pages of its annual holiday catalog.
But now Amazon is trying to bring some of that nostalgia back with the release of its printed toy catalog “A Holiday of Play.” While evoking all those warm, yesteryear feelings, Amazon’s catalog also includes QR codes, which consumers can scan to receive product details and purchasing information. In addition, the online version allows people to click through and add toys to their Amazon cart.
Kim Caviness, EVP and chief content officer of content marketing agency Imagination, calls it a smart move for the online retail giant.
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