Building an on-Brand Content Engine for eCommerce Growth

Client: A critically curious, independent bookstore in Europe, known for international shipping, cultural programming, and collaborations with major partners like Rough Trade.

Industry: Arts & Culture

Objective: Develop a holistic content strategy and system design to support the launch of their eCommerce store, while maintaining brand consistency and avoiding team burnout.

Challenge: The client had a strong voice on social media but lacked a scalable digital content strategy - especially critical as they expanded into eCommerce. With limited internal bandwidth, any new system had to be lightweight, adaptable, and layered into existing workflows without disruption.

Approach: We started out with a full operational deep dive discussion: covering content creation, event planning, inventory management, newsletters, and social planning, to identify gaps and opportunities.

From this, we co-developed a modular content strategy and system that aligned with brand values, supported sustainable execution, and accounted for internal resource constraints. We ensured that the system was designed in consideration of current ways-of-working: integrating small tweaks where feasible vs. radically transforming the operation. Deliverables included a positioning framework, content pillars, a practical content calendar, and a high-level roadmap for rollout.

We delivered the initial draft for review and feedback within the first week and together finalised all deliverables within one month, ensuring transparency via shared documentation and regular updates where relevant.

Results: Delivered an actionable content strategy, integrated system map, and calendar aligned with business needs. Feedback highlighted immediate value and long-term usability:

“nouvôt created an in-depth content strategy that considered our current challenges and systems, and proposed solutions and improvements that have already proved invaluable to our marketing and content efforts. The attention to our brand voice and existing audience has allowed us to implement the strategy seamlessly. This work has already had a lasting impact on our business, and we're excited to continue watch it grow!”

Key Takeaways:

• Design content systems to work with existing processes, not against them

• Align strategy with brand identity and internal capacity

• Embed flexibility to adapt in real time without losing long-term structure