Retail is real time. Time limitations, people and crowds, store layout and architecture all influence choices. Understanding the demands of A real time experience is vital. Copy isn't read. It's seen. You're writing across a crowded room.
Retail is commitment. People don’t just point and click: every discovery requires the effort of motion, and the investment of time. Writing has to reach through space, drawing people into informative moments. Retail writing helps organize the space and evokes its essence. It builds narratives that provide paths through the environment.
Retail is filled with potential allies: the sales staff. Unique retail kits and inspiring sales guides help make them powerful ambassadors. Spin the brand message in a way they understand. Explain product advantages. A product they like is a product that moves.