Update launch content when Product information, availability, promotions or Shopper questions change. Assign an owner, approve the revision, test it on the relevant Touchpoints and verify publication. Use recorded Interactions to identify questions worth answering, while keeping the Experience useful beyond the launch announcement.
Build a reason to update
A launch can introduce a new Product; later content can explain practical use, answer common questions and support continued discovery. Do not replace launch copy with sales prompts simply because a calendar milestone has passed.
Prioritise incorrect specifications, broken destinations and withdrawn claims immediately. Then consider information that reduces decision effort, such as clearer compatibility guidance or an approved demonstration. Reviews and awards should be checked for accuracy, permission and relevance before publication.
Use an update register
| Change | Owner | Approval needed | Verification | | --- | --- | --- | --- | | Product specification correction | Product specialist | Product and Brand approval | Changed value on each affected Experience | | Retailer destination change | Account or ecommerce lead | Retailer destination approval | Exact model and local URL | | New question from store feedback | Experience owner | Copy and factual review | Answer clarity on screen and mobile | | Promotion ending | Commercial owner | Offer and expiry approval | Removed or replaced in all variants | | Review quotation | Content owner | Rights and claim approval | Exact wording, source and scope |
Record version, market, Retailer, affected Products, publication time and a recovery version. Keep a named decision maker for urgent corrections outside normal review hours.
Prepare content for change
Separate durable physical prompts from short-lived digital details. A shelf prompt about comparing models can remain useful while approved information behind its managed destination changes. If the printed claim itself becomes inaccurate, a remote update cannot correct the physical material.
Keep source footage and editable text where the implementation supports separate layers. Establish which changes can be published remotely, which require connectivity and which need a store visit. Do not assume every Device receives an update instantly.
Review in phases
During the first trading days, check destinations, Product facts and problems reported by store teams. Once a useful volume of consistent data is available, review which questions people explore and where navigation causes friction. Later, refresh content around actual range, seasonal or service changes.
The review rhythm should match the campaign and support capacity. Publish small, traceable improvements instead of changing several modules together without a way to understand the result.
Test before and after publication
Check each affected Retailer and language variant, mobile and installed-screen layouts, accessibility, links and any finder rules. Verify embargo and expiry states. Confirm the published version is available through the real code or Device, rather than relying only on an editor preview.
If a change does not arrive, distinguish an unpublished revision from a disconnected Device or cached version. Follow the agreed recovery process and tell the operational owner which locations are affected.
Evaluate the result responsibly
Record a comparable period before and after the revision, using unchanged metric definitions. Consider differences in trading days, stock, promotion, placement and Device availability. Where feasible, use a planned comparison group rather than treating a simple before-and-after change as causal proof.
Report observed changes in module selections, finder completion or onward actions only where tracked. Increased time is not automatically better: a clearer answer may let someone finish sooner.
Content update checklist
- A specific reason and owner for the change
- Approved Product facts, rights and destinations
- Affected variants and recovery version recorded
- Mobile, screen and accessibility checks completed
- Actual publication verified on the Touchpoints
- Reporting period and relevant commercial changes documented
Keep Experiences useful as the range changes
MyPlayer’s platform approach connects creation, Deployment and measurement. Discuss how your team and Partners will maintain Experiences across the relevant stores and markets. Plan your content update workflow.
Frequently Asked Questions
Can a digital update correct a printed Product claim?
No. It can update the linked Experience, but inaccurate physical copy needs an appropriate print or fixture correction.
When should launch content be refreshed?
Correct errors and broken paths as soon as they are identified. Schedule other reviews around actual Shopper questions, range changes and campaign phases rather than an assumed universal timetable.
Does improved performance after an update prove it worked?
A before-and-after difference is observational evidence. Review changes in stock, promotion, trading patterns and placement before drawing conclusions about the update’s effect. ## Related guides - [Manage the first 30 days after launch](/guides/product-launches/what-to-do-in-the-first-30-days-after-an-in-store-product-launch) - [Create modular Product Stories](/guides/content-and-experience/how-to-create-engaging-in-store-product-stories) - [Prepare a retailer performance review](/guides/tracking-and-measurement/how-to-use-in-store-engagement-data-in-retailer-line-reviews)
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