Why Digital-First?
The Tipping Point of Weekly Ad Readership
Print in Digital
Challenges:
- Production Costs
- Layout for print, not optimized for digital
- Legibility and zoom levels
- Static vs. real-time
- Slow production
- Limits on usage across digital channels
Today’s Consumer are shopping on digital mediums
Shopping Experience Principles
- Easy Reading
Rapid Browsing- Deep Interactions
Digital vs Print
Considerations for Digital
Planning & Merchandising
Overview of Structure
Items should be organized into stories and categories
Start with a weekly story
Weekly story brings a reader to read a new publication.
Show breadth of content
Show best deals/top sales of the week which feature products from other categories. This shows the reader that there are additional interesting content in the publication.
1st and 2nd pages are most viewed by readers and therefore would have the most impact.
Relevant Categories of Products
Continue the main story with relevant categories.
Additional Categories
Any categories that don’t fit with the main story should come after.
Non-offer content go at the end
Non-offer content that don’t follow the story should go to the end as they disrupt the flow of the story.
For vendor insert or inserts that follow the story, it can appear in its corresponding section.
Building the Publication
- Document Specification
- Page-level Criteria
Mobile-Specified Page-level Criteria - Item-level Criteria