Reckitt Benckiser has big plans for 2017, including new product ranges and campaigns from its Durex and Scholl brands, a shift to zero-based budgeting and adapting to the new pressures of the retail environment.
Retail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.
High street stores will be a “big part of the future” for Notonthehighstreet.com, according to its chief executive Simon Belsham, who says its brand focus in sharing the stories of its suppliers is giving it “an edge” over bigger names such as John Lewis.
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
New research shows that convenience factors are driving consumers online but investment in customer experience could help retailers create an offering that works in all channels – including bricks and mortar.
Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.