Watching TV the other night, I noticed an interesting phenomenon. An ad for Galaxy chocolate proclaimed that people could feel great eating it, not only for the taste but also the fact that it had joined up with the Rainforest Alliance (RA). For those of you unclear on the significance of this, the RA is a scheme that aims to make businesses more sustainable and fair. In other words, it’s a logo that Galaxy can use to show it is trying to act in a sustainable way.
The comments from Ben Hughes on the FT’s plans to extend the brand while generating additional revenue came as little surprise (MW 4 March).
The way we communicate with customers has changed irrevocably due to technology, and retailers must target customers through multiple touchpoints while ensuring that their marketing messages are relevant, engaging and timely. Customers now expect more from the retail experience than just a transaction.
Marks & Spencer is launching an environmental initiative inviting customers to suggest eco ideas the retailer can implement into the business.