Myer and Telstra to share branded content’s role in retail at BE Fest

Two of Australia’s biggest retail brands are to reveal the different ways they use content to increase purchase and loyalty at next week’s Festival of Branded Content & Entertainmen in Sydney.

Myer will share the story of how its custom magazine evolved to become a digital publishing platform across multiple channels, and the impact of the content on customer loyalty and purchase. Telstra will share insight into how an in-store promotion used augmented reality to help drive purchase of a new smartphone.

The panel will include Natalie Warren-Smith, national marketing manager at Myer; Bauer custom media publishing manager Margaret Merten; Telstra retail marketing manager Margaret Tyson and Paul Kouppas, chief technology officer at augmented reality company Explore Engage.

BE Fest is organised by Focal Attractions, the parent company of Mumbrella.