Online the key difference for retailers’ sales and marketing success over Christmas
With the dust settling on Christmas 2015, online expertise looks to have made the biggest difference for brands – both in terms of sales and marketing.
With the dust settling on Christmas 2015, online expertise looks to have made the biggest difference for brands – both in terms of sales and marketing.
M&S chief executive Marc Bolland surprised the retail industry by announcing his retirement this morning (7 January) but insists he’s leaving its marketing division in a stronger place than when he joined six years ago despite GM sales continuing to fall.
John Lewis saw sales rise 5.1% increase over the Christmas trading period as the department store brand was boosted by strong online sales and the strength of its click and collect offers.
With just over a week to go until the big day, Aldi has so far produced the most effective Christmas campaign as M&S sees a late surge in consumer buzz.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.