Marketers are still struggling to follow consumers’ purchase journeys as they research and buy on numerous devices, and without a new approach they risk losing sight of the effectiveness of performance marketing.
Putting ‘humanity’ at the heart of its communication has helped First Direct move back into pole position in KPMG Nunwood’s Customer Experience Excellence ranking.
Customer experience may be high on the agenda but many brands are neglecting to look more broadly at the overall brand experience, which is impacting consumer loyalty, new research finds.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.