The development and planning of BuyBlvd’s digital media strategy yielded several meaningful insights into the intersection of affiliate marketing and in-store retail. The project’s creation resulted in a set of foundational tools that support the platform’s mission to drive foot traffic to local retailers. These tools collectively demonstrate the potential for a seamless affiliate marketing model that connects digital creators, local businesses, and shoppers in a unified retail experience.

 

The application of the Uses and Gratifications Theory (Katz, Blumler, & Gurevitch, 1973) proved to be particularly effective in guiding this project’s creation. By centering the user as an active participant rather than a passive consumer, the project was able to shape media assets that aligned with audience motivations—such as social connection, self-expression, and utility. For example, social media content that encourages users to engage with local retailers to express support for their communities and identities emerged as a much more valuable tool than generic corporate content. This theoretical lens also helped clarify the value proposition for affiliates, who could see the platform as a tool for both personal branding and financial empowerment. This theory provided a strong framework for understanding user behavior, which in turn, informed more meaningful digital strategies.

 

From an ethical standpoint, the project emphasized transparency in data use, particularly as it relates to attribution tracking. Given increasing concerns about digital privacy, one of the guiding principles was ensuring that any data collected for attribution purposes was done with informed user consent and in compliance with privacy laws. Ethical design also extended to the content strategy, which focused on empowering both consumers and retailers rather than exploiting attention through manipulative advertising.

 

The project surfaced several technical lessons, particularly regarding the complexity of integrating attribution tracking with in-store point-of-sale (POS) systems. Ensuring compatibility across varied retailer hardware is something that will continue to be developed, as it proved more difficult than initially thought. On the front end, it became clear that simplicity in UX/UI design was crucial—especially given that many boutique owners are not digital marketing experts. 

 

As expressed previously, there were some limitations. Testing of the attribution model remains a future goal, meaning that some assumptions about real-world performance where it relates to Click-Through-Rates (CPR) and Cost-Per-Click (CPC)  are still unvalidated. Adoption of the platform depends heavily on the willingness of retailers to integrate new technologies into their workflows.

 

One of the key takeaways from the project was the power of storytelling in marketing. Although the content has been limited, videos that were released focused on the people behind the stores. Building community around local retail and showcasing real people resonated with audiences, reinforcing the idea that connection, not just conversion, is central to BuyBlvd’s success. Another important insight was the need for accessibility and clarity in both platform design and messaging, something that will continue to be improved on.

 

Looking ahead, future iterations of the project should incorporate more real-world case studies, develop a fully functional version of the user dashboard, and streamline the onboarding process for new retailers and affiliates. Expanded testing, better customer support, and broader accessibility features will also be essential for scaling the platform while ensuring it remains inclusive and user-friendly. This project served as both a proof of concept and a learning opportunity for both the writer and the company, but it helps confirm the viability of BuyBlvd’s business model and identifies a clear path for continued development.