By 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.
After brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
Sainsbury’s is celebrating its 150th year with a Christmas campaign centred on how festive traditions such as Santa Claus and stockings could have come about.
Argos is featuring the catalogue in its Christmas campaign for the first time in a decade in an effort to get people talking and remind them what makes Argos unique.
Nectar is launching a new app and website and refreshing its brand as it looks to offer a more personalised experience for users and boost engagement.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
It is the first time a British supermarket has offered customers hot takeaways via Deliveroo as Sainsbury’s looks to take a slice of the UK’s £8.1bn food delivery market.
The move will see Sainsbury’s Mark Given take on the role of CMO, while Argos’s marketing boss Gary Kibble will leave the business.
Led by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
The struggling supermarket believes it is in a “very strong position” to grow its general merchandise and clothing business, and sees opportunities in consolidation despite the failed Asda merger.
The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Like-for-like sales at Sainsbury’s and Argos were down 1.1% in the third quarter as a decision to offer less promotions around Black Friday, as well as “cautious” consumer spending, hit results.
An increased focus on data and analytics is allowing Sainsbury’s to solve problems faster and develop new ways of working to ensure it is agile, efficient and unlocking new opportunities across all parts of the business.
The annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.