To effectively implement BuyBlvd’s affiliate-driven, data-powered approach to local in-store shopping, the following artifacts will serve as foundational elements of a comprehensive digital strategy campaign. These materials will no longer focus on enhancing attribution accuracy, as the technology for this to be implemented is still in development. Instead, there will be an increased focus on consumer facing digital material that helps guide both shoppers and business owners to utilize the platform and do so more effectively.

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All-encompassing website

A sleek, intuitive website will serve as the central hub for consumers, affiliates, and retailers. It will be designed to seamlessly integrate online engagement with in-store shopping, enhancing the user experience and maximizing conversion opportunities. Key features will include a dedicated "How It Works" section that explains how consumers can participate, such as:

• Browsing affiliate-curated product collections

• Saving and sharing links with friends

• Visiting local retailers to make purchases

• Earning rewards or cashback for purchases influenced by their engagement

Other features might include an FAQ page addressing common questions about earning commissions, tracking referrals, and privacy concerns. There will also be a retailer sign-up page with an easy-to-follow onboarding process for boutique owners and small retailers.

 

Social Media Content Strategy

A strong digital presence will be built through:

• Instagram & TikTok Campaigns: Showcasing influencer partnerships and real-time shopping experiences.

• User-Generated Content (UGC): Encouraging shoppers to share their purchases.

• Affiliate Spotlights: Featuring successful affiliates and their strategies.

• Educational Content: Short videos and infographics explaining BuyBlvd’s model.

 

Advertising Framework

To drive engagement and sign-ups, BuyBlvd’s advertising strategy will focus on:

• Targeted Digital Ads: Running PPC campaigns on Google and social platforms.

• Influencer Collaborations: Partnering with micro-influencers to promote BuyBlvd.

• Retailer Promotions: Offering co-branded ads with boutique partners.

• Localized Campaigns: Using geo-targeting to attract in-store shoppers.

 

Retailer & Affiliate Onboarding Guide

A step-by-step resource designed to help retailers and affiliates maximize BuyBlvd’s platform. This guide will include:

• How Affiliate Marketing Works for In-Store Sales

• Tracking Tools & Conversion Measurement

• Best Practices for Driving Foot Traffic

 

Intended Outcomes

The digital assets developed in this project are designed to create a seamless bridge between online consumer engagement and in-store shopping experiences. Each component plays a crucial role in building awareness, driving participation, and ensuring the effectiveness of this new marketing model. The website will serve as the central hub, educating consumers on how they can earn rewards, helping affiliates track their impact, and offering retailers a streamlined way to join the platform. Social media content and digital advertising campaigns are designed to engage audiences, leveraging influencer partnerships, user-generated content, and geo-targeted ads to drive in-store visits. Lastly, the onboarding guide ensures that retailers and affiliates can fully utilize BuyBlvd’s tools, making it easy for them to measure and optimize their marketing efforts.

 

Context

This project will be implemented within the retail and digital marketing space. The primary setting includes a mix of independent boutiques, small retail businesses, and content creators who influence consumer purchasing decisions. This all will unfold in a start-up environment where there are limited resources in both time and funding. Because of this limitation, much of this revolves around a mix of digital tools to educate and onboard both retailers and affiliates. 

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From a strategic perspective, the project serves as both a marketing initiative and a training resource. The onboarding guide and digital content will act as training materials for retailers unfamiliar with affiliate marketing, helping them implement best practices and maximize their partnership. Additionally, crisis communication planning may be considered to address potential concerns around data privacy, tracking accuracy, and transparency in affiliate commissions.

 

Design

The design of these digital assets must balance aesthetics and functionality to effectively engage both consumers and retailers. The website should be intuitive and visually appealing, ensuring seamless navigation for users exploring affiliate opportunities or discovering local retailers. Social media content, on the other hand, must be optimized for engagement. One way to do this is to highlight local stores. Below is an example of an Instagram carousel template that might be used to showcase boutiques in different parts of the city. The main goal of these initial mockups is to create a general design aesthetic that will be cohesive across all platforms. 

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Conclusion

The implementation of all of these assets is designed to bridge the gap between online engagement and in-store shopping. The target audience continues to include both local retailers  and influencers, but a renewed focus has been placed on consumers eager for a seamless shopping experience that blends digital discovery with physical retail. To achieve this goal, the project will be user-centric, including web navigation, visually compelling social media content, and data-driven advertising strategies. By integrating these into the platform, BuyBlvd can ensure that all stakeholders—retailers, affiliates, and consumers—benefit from a more connected, transparent, and rewarding shopping ecosystem. As the platform evolves, ongoing performance analysis and user feedback will help to inform future improvements.