John Lewis holds a strong position as a leader in multichannel retailing, yet how successful the new loyalty scheme will be is entirely dependent on how data is used and managed across all its existing channels (mwlinks.co.uk/JohnLewisLoyalty). This requires some hefty analysis and the lack of appropriate tools
to do this is often a reason why many retail big data strategies fail.
For a brand that prides itself on both service and quality, data is invaluable to maintaining consistent customer communications. John Lewis needs to ensure that the sheer volume
of information now available doesn’t end up being more
of a nuisance than an asset.
Francis Wallinger, chairman, Alchemetrics
John Owens, brand director at Very.co.uk, voices a sound strategy in announcing that the etailer is looking to increase engagement via social and content marketing (MarketingWeek.co.uk, 11.10.13). Certainly, using the right content to engage consumers is valuable to winning brand loyalty. However, marketers shouldn’t think that the link between engagement and sales can’t be correlated. In fact, new technologies mean that content is evolving to be a measurable sales driver. Interactions with content can be tracked throughout the purchase journey. By making content relevant and shoppable, brands can facilitate the consumer impulse to buy right then and there. The future of marketing is about turning content into useful service and connecting it with commerce.
Micke Paqvalén, CEO & Founder, Kiosked