The impact of digital content and personalised experiences

Andrea Duckett • March 31, 2026

The impact of digital content and personalised experiences

 

Personalisation is expected to transform physical retail in the coming years, but is anyone doing it right

 

When it comes to adapting digital content to serve a specific audience, there’s a wide gap between ambition and expectation – and customers are more than aware of this discrepancy. In fact, only 23% of shoppers think that retailers are doing a good job when it comes to personalisation.[1]

 

But how can brands bridge the gap?

 

It all starts with understanding customer experience. Content for content’s sake isn’t just a waste of budget, but it also runs the risk of alienating loyal customers.

 

If this sounds familiar, you’re not alone. Several luxury brands are hampered in their efforts to implement digital content effectively; some haven’t built sufficient knowledge of the customer in-store experience, some don’t have buy-in from stakeholders, and some are restricted by budget.

 

Any luxury brand considering using digital content in their retail stores – and potentially personalising that content – should start with four key questions:

 

1. What is the purpose of this content?

2. In what context will customers experience this content?

3. How will this content impact the customer journey?

4. Does this content complement the store environment?

 

If you don’t have an answer to each of these questions, you’re probably not ready to maximise the opportunity digital content offers.

 

And it is a considerable opportunity; retailers who can effectively leverage personalised digital content in-store are 48% more likely to exceed their revenue goals.

 

So, how can you use digital content effectively?

Finding the Perfect Balance

 

Imagination, curation, and connection. A simple formula but one that can be difficult to implement in practice.

 

Balance is also an important factor. Brands often find it difficult to strike the perfect balance between creating content that becomes a bland digital wallpaper and displays that shout at the customer – an unwelcome assault on the senses.

 

Barry McPhillips, Head of Creative at Mood Media, said: “The most powerful content makes people feel before they do. That’s why it’s essential to curate your content with the overall intention to make a connection with your customer. Well-thought-out content that serves a purpose will always be more effective than content created because it’s something your store ‘should’ have in place. It’s something of a cliche, but the old adage remains true: less is more.”

 

Tell the Story

 

Premium athletics brand Nike understands that creating a connection with customers is integral to effective digital content.

 

Nike is known as a disruptive and bold brand – and its use of digital content lives up to this reputation. Its flagship store on Oxford Street in London sees content as providing a sense of theatre to the store.

 

After unveiling a product range equipped with thermal technology, Nike installed a thermal camera that picked up visitors as they moved around the store. Not only did this ensure every customer had a unique experience while in-store but it cleverly told the story of the product (as well as offering a touch of magic!)

  

Spotlight on: Future Stores

 

When it comes to digital content, Future Stores has taken things to the next level. In its immersive Oxford Street space, the store itself has become the media. Due to the scale of the displays, their placement, and the content each brand chooses to showcase, visitors are guaranteed to feel awe-struck and inspired by the in-store experience.

 

Functionality First

 

Content doesn’t always have to be inspiring or emotive to be effective; functional content has an important role to play in-store.

 

The best pieces will support customers and work intuitively, effectively deploying information architecture - layouts and frameworks – that inspire action. Think of an interactive display providing savoir-faire insights in a heritage boutique or the self-serve customisation functionality offered at Ferrari.

  

Unlocking the Potential of Personalisation

 

While digital marketers can benefit from cookies that track their customers’ movements across their e-commerce sites, those operating in physical spaces don’t necessarily have the same data to draw on when personalising content.

 

You could also argue that the level of personalisation we’re comfortable with online – receiving a marketing email addressing us by name for example – would feel like an overstep if replicated in-store.

Personalisation isn’t straightforward. That’s why only 15% of retailers have fully implemented personalisation into their stores. It relies on brands overcoming the challenge of data acquisition and management.

 

The most sophisticated personalisation comes with intelligence-based data. Loyalty programmes or established sales associate relationships that track customers’ purchase history can provide data points that brands can use to identify whether they have a high probability to buy any given product. But this level of complexity can only be achieved with dedicated investment.

 

If you’re just starting to experiment with personalisation, look at appealing to groups rather than individuals, for example, creating a dynamic store environment with content that reacts to the time of day, day of the week, or weather forecast.

 

Spotlight on: Bentley

 

With a once in a lifetime purchase, a personalised service is essential. Bentley understands this better than anyone else and creates a bespoke experience for their valued customers. Each buyer is invited to visit the Bentley factory in Crewe when they can see their vehicle being created. And that’s not all; they’ll also receive a video thank you message from the CEO. These thoughtful touches ensure that a Bentley buyer is rewarded for their loyalty and feels genuinely appreciated.

 

The Impact of AI

 

The full capabilities of artificial intelligence are yet to be realised, but any potential benefits come with risks.

 

Generative AI is all about input. If you don’t have an in-depth understanding of what you want your digital content to do and why, then you could be feeding AI incomplete or even incorrect information. The resulting misinformation can lead to investment in more content, but not the content that has real impact.

 

That being said, once you’ve found the formula for the content that works, AI can get to work. It’s completely plausible that AI could use your data and content frameworks to analyse a potential piece of content and accurately predict its future success before it’s ever briefed into your creative teams.

 

The ROI of Creativity

 

No piece of digital content can be deemed successful without the data to back it up. In fact, brands will only invest in the quantities required to make content effective if creatives can demonstrate its value.

Useful metrics can include:

 

·    Footfall

·    Dwell time

·    Rate of Interactivity

·    Sentiment

·    Revenue

 

The MOOD Mission

 

At Mood Media, we’re committed to helping clients climb the content mountain with a blend of creativity, data, and technology. In fact, we’re so confident about the importance of digital content that we believe it’ll be considered a hygiene factor for brands in the future. And while our suite of technology is exceptional, Mood Media will always be content first, technology second. The technology is employed to fulfil a vision and measure its impact – the true secret to long-term success.

How to appeal to a new luxury customer

April 13, 2026
How to appeal to the new luxury customer Can brands appeal to the new generation of luxury customers without alienating their established base? Mood Media’s Head of Creative Barry McPhillips shares his insights into how both heritage and hypebeast brands are navigating this question and shaping their in-store experiences in response New Generation, New Expectations How do we define today’s luxury customer? The traditional customer base for heritage brands is still a powerful market segment; these shoppers value loyalty, personalised service, emotive in-store experiences, and purchases that make them feel special. But a new generation of luxury shoppers is disrupting the status quo. “Their expectations are very different. More immediacy, more theatre, more drama, more online,” explains Barry McPhillips, Head of Creative at Mood Media. Loyalty is no longer a priority. In fact, the product isn’t even necessarily the most important aspect of a luxury purchase for these customers. They’re more interested in buying into the feeling it gives them. This shift means that the luxury shopping experience has expanded beyond the boutique. It’s no longer just about curating exceptional in-store environments, the customer journey both pre and post purchase is equally important. It also presents a dilemma for brands looking to retain their loyal customers while also engaging the next generation – is it possible to evolve without alienating?

Attracting the next generation of shoppers

By Andrea Duckett • April 1, 2026
How luxury shopping is hoping to attract the next generation of shoppers As luxury retailers look to retain their existing customer base while appealing to new audiences, they are evolving their approach to both their bricks-and-mortar stores and live media experiences. But with Gen Z brand loyalty never guaranteed, will investing in attention grabbing activities be enough to secure the future of the luxury sector? The economic uncertainty of recent years has been challenging for retailers, especially those operating in the luxury space. Richemont (owner of Cartier and Montblanc) saw operating profits drop by 17% year-on-year in the first half of 2025, Gucci’s revenues fell by 25% in the same period, and LVMH group revenues were down 2% in the first nine months of 2024. While engaging existing consumers will be an important part of these brands’ survival strategy, harnessing the spending power of Gen Z will be essential if the luxury industry is to navigate this difficult period and secure future prosperity. Currently aged between 13 and 28, Gen Z is the audience luxury retailers are hoping to attract - and for good reason. Gen Z spending is projected to reach $12 trillion by 2030 and their rate of spending on luxury goods is expected to be three times faster than other generations. But perhaps one of the most interesting stats to look at when considering how luxury shopping can adapt to serve Gen Z shoppers is that in-store mass merchandise and grocery purchases account for nearly 50% of their total spending. Gen Z is truly the omnichannel generation. While digital channels will continue to be an important driver of both online and offline sales, luxury brands are increasingly re-evaluating the role their retail spaces can play in securing the attention – and loyalty – of Gen Z shoppers. Capitalising on the potential of live media – immersive, real-world experiences designed to forge connections with new and existing shoppers – can help brands find the sweet spot between strategy and spectacle.

How can luxury automotive create a compelling buying journey for all?

By Andrea Duckett • March 30, 2026
The luxury automotive industry is at a crossroads, needing to adapt to a new generation of customers without losing the heritage brand equity that its existing clientele have invested in. And in an industry that markets perfection, the execution of its buying journeys can’t be anything but extraordinary. Barry McPhillips, Head of International Creative at Mood Media, explains more Prestige, heritage, and quality are just three of the many adjectives traditionally associated with the luxury automotive industry. The likes of Rolls-Royce, Bentley, Aston Martin, and Ferrari epitomise exclusivity and have historically attracted an eclectic customer base, ranging from collectors to performance enthusiasts. Owning a luxury vehicle comes with a perceived elevation in status that is considered more than worth the price tag. Delivering perfection as standard The luxury automotive sector is thriving and projected to be worth $655 million by 2027[1]. But it’s also highly competitive; a McKinsey survey found that 35% of luxury car buyers[2] would consider switching brands when making their next purchase. And that competition will only intensify as brands start to adapt to a changing audience and look to attract a new generation of buyers. The new generation have a different perception of luxury brands and take different routes to purchase. However, the biggest players in luxury automotive also can’t afford to lose their legacy clientele. These dual priorities present a real challenge as brands need to retain their identity and heritage while being pressured to become all things to all people. That’s why the buying experience is so important. Luxury automotive brands effectively sell the concept of perfection, which must be achieved in both the showroom and post-sales process to ensure long-term loyalty. So, what qualifies as the perfect luxury automotive buying experience?