Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.
Gift cards can boost promotions and help build long-standing relationships with staff and customers, says Sarah Chesterton at Sainsbury’s Business Direct. They are easy to administer, cost-effective, secure and easy to use –making them an ideal choice
Creative Translation’s Luke Innes says in order for brands to successfully adapt their global message overseas, they need to review their brand identity first and tailor it for each new market if they want to meet the expectations of local audiences.
Single customer view projects are costly and require buy-in from many departments, says Blue Sheep’s Iain Lovatt. He provides seven key considerations that need to be taken into account to ensure SCV success.
Brands are failing to exploit the power of multi-sensory experiences to connect with audiences and help them onto the path of purchase. DCA Design’s Peter Kay sets out how to achieve valuable ‘sensory equity’.
Neuroscience and behavioural economics could have the ability to influence consumers to behave in a certain way. Kinetic has been hypothesising, experimenting and learning how the science can be applied to out-of-home, with impressive results, says Anna Dobson.
The right technology is not the only vital ingredient for a successful programmatic campaign – advertisers must also have the right team on board and ensure there is complete transparency in reporting, says Periscopix’s Liz Rutgersson.
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.