The second season of our podcast looks into digital brand transformations, starting with TalkTalk’s response to booming demand in the pandemic.
Established brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
M&S recorded a £201.2m loss for the last year, but with Ocado’s strong performance and a shift in marketing strategy, CEO Steve Rowe believes the retailer’s transformation strategy is at an “inflection point”.
Customer director Claire Pointon outlines marketing’s role in John Lewis’s revamped business strategy, which includes a new pricing architecture, “reimagined” high street stores, and bringing the Waitrose and John Lewis partnership closer together.
The brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
The bakery chain has identified digital technology as “the key opportunity” to grow market share by increasing customer loyalty, menu choice and reach across multiple channels.
With website sales now crucial for product brands and retailers alike, marketers have taken on the key responsibility of driving the growth in ecommerce channels.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Hotel Chocolat’s smart use of first-party data to Nationwide’s focus on consistency, it’s been a busy week. Here is my take.
Hotel Chocolat’s CEO Angus Thirlwell says further digitisation of the brand is planned but he believes physical stores still provide a good channel for brand building.
Domino’s has credited marketing for a boost in sales and is now looking to build on this momentum with the launch of a multi-year growth strategy.
Describing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
The Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
The sandwich chain is on the hunt for a new global creative agency to aid its ongoing digital transformation and wider transition to a post-lockdown world.
Many companies are investing in enterprise AI – from AI assistants to predictive analytics and intelligent workflows – to help unify people, process and technology and emerge from the pandemic smarter and more resilient.
In her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.