Reality bites: Retailers count the cost of Christmas past
Matthew ValentineDoes the latest retail carnage on UK high streets mean the sector has hit rock bottom? A hardening of attitudes to discounting may show that reality has started to bite.
M&S takes a swipe at discount culture as sales decline
Charlotte RogersDespite a decline in revenue, M&S credits its decision to “hold its nerve” and resist discounting too soon over the festive period as it returns to like-for-like sales growth for the first time in three years.
Trends 2020: Loyalty means more than a transaction
Sarah VizardBy offering additional benefits and unexpected perks, retailers can improve customers’ experience and get them talking about the brand, taking the relationship from transactions to advocacy.
Econometrics gives marketing commercial currency but is it being overused?
Sarah VizardEconometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
Is NPS a true measure of customer sentiment?
Charlotte RogersTo some it’s practical and compelling, to others reductive and simplistic, but is NPS a true gauge of customer sentiment or a symptom of marketers’ obsession with numbers?
M&S Food looks to ‘debunk myths’ over its prices in campaign focused on value
Sarah VizardM&S is hoping to communicate its lower prices and points of difference on quality in a new campaign, ‘Re-Marks-able value’.
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M&S puts focus on jumping jumpers in ‘very commercial’ Christmas campaign
Ellen HammettM&S puts the product front and centre of its ads for both its food and clothing and home businesses as it looks to drive sales both online and in-store.
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M&S ups marketing spend by a quarter in digital push
Sarah VizardThe retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.
M&S reveals new direction with first standalone men’s casualwear campaign
Matt BarkerTaking a more selective approach, the high street retailer is showcasing slimmed-down product lines in a bid to make shopping easier for men “with fewer, better choices”.
M&S relaunches Per Una brand to take it from ‘frilly to feminine’
Ellen HammettM&S is relaunching Per Una with a new campaign and logo but has removed its Classics sub-brand in an effort to simplify its clothing portfolio.
M&S plans to drive reappraisal of clothing through ‘surprise and relatability’
Ellen HammettEven if everyone forgets the advertising and only remembers the product, Marks & Spencer’s clothing marketing boss says he’s done a good job.
John Lewis, Ikea and M&S top UK brand health rankings
Ellen HammettIn spite of a challenged high street, retailers lead YouGov BrandIndex’s brand health rankings, while Netflix takes the top spot for most improved.
M&S boss: We must get back to being a value retailer
Sarah VizardM&S is attempting to shake off perceptions as a premium retailer and boost its appeal to families as it looks to transform every area of its business and return to growth.
M&S brings back ‘This is not just food’ campaign after a 12-year absence
Sarah VizardThe retailer is bringing back its much-loved (and oft mimicked) ad campaign, keeping its trademark “food porn” moments but adding in some personality as it looks to shift perceptions of its food.