Digitization of traditional retail: The impact of content marketing on sales

In recent years, the advent of e-commerce coupled with the impacts of the pandemic have precipitated substantial shifts in consumer behavior, entrenching online shopping as the prevailing norm and progressively eroding the dominance of traditional food retail outlets. In response to these shifts, Hua Tai, a conventional food retailer, has initiated a strategic pivot towards digital content marketing. This study adopts an action research methodology to oversee Hua Tai's online food marketing endeavors, particularly focusing on mushroom products through the administration of LINE Official Accounts. The research delineates content marketing into three categories: informational, functional, and value-based, and evaluates their effectiveness by analyzing consumer behavior and sales efficacy. To enhance consumer engagement and foster trust, the content strategy incorporates seasonal themes to stimulate product demand. The findings reveal that functional content, aligning closely with consumers' daily needs, significantly influences consumer behavior and sales efficacy, thereby playing a critical role in bolstering Hua Tai's sales performance.