Retail is becoming a world of extremes. Brands either need to remove complexity and make the process as simple as possible, or add it in to create a “delightful” experience, says Tom Goodwin, executive vice-president and head of innovation at Zenith USA.
Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.
Portfolio management is not retirement, it’s just a different way of working, former Tesco chief customer officer and full-time non-exec Robin Terrell tells Marketing Week as part of the Life Beyond Marketing series.
As an endless list of challenges including Brexit, tech disruption and new structures impact marketers, those that tackle transformation head on and instill it across the business will be the ones that succeed.
Retail brands continue to weigh up the benefits of mobile web versus native apps and while the launch of Google’s app streaming may shake things up, Grabble co-founder Daniel Murray predicts 2017 will be the year native commerce takes hold and changes the landscape.
Procter & Gamble chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain, heralding a new era in digital advertising.