During lockdown, Not On The High Street returned to TV advertising, grew its customer base by thousands and is in a position to recruit. Now marketing boss Ella d’Amato is on a mission to ensure this success is sustained.
John Lewis and Boots have become the latest high street brands to announce store closures and job losses as the retail sector struggles with the economic fallout from coronavirus.
Forget ‘U’s and ‘V’s, this recession will be F-shaped, and Tesco knows from the financial crash that all most brands and retailers can do is minimise their losses.
The retailer hopes the new scheme will offer a more personalised experience and feel “instantly rewarding”.
Companies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
The grocer sees value as a key area of focus given constraints on consumer spending, but expects safety to remain important to shoppers even as lockdown restrictions ease.
Tesco’s brand health is at the highest level since 2011 after recording improvements in customer perceptions across all key areas.
Improving digital business models is an imperative, but multichannel retailers should recognise that good user experience alone is not a marketing strategy.
As non-essential retailers prepare to reopen their doors, it is clear customer experience will play an essential role in reassuring shoppers and ensuring a safe and stress-free return to Britain’s high streets.
M&S’s NPS scores are up across the business so it makes sense that it would want to make these capabilities more robust and more visible to shareholders.
Find out how brands in sectors affected by Covid-19 can use customer data to keep up-to-date with trends transforming buying behaviour.
The luxury sector needs to fully embrace the possibilities of ecommerce if it wants to maintain engagement with consumers in the new socially distanced world.
The new CEO of Sainsbury’s believes the changes will help the supermarket get closer to customers, who he also says he will be spending a lot more time with in focus groups.
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