Large brands are rethinking content to compete in the growing online retail space. They’re considering content not just as the product being sold, but the buyer’s experience while choosing what to buy. This new model uses a store’s website to present information the consumer wants and which anticipates their questions and concerns. Online spaces have been revamped to allow consumers to research products through reviews and links to educational resources. The goal is for buyers to confidently choose the exact product they need, even for impulse buys.
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