Win over the savvy shopper

It’s encouraging to read that consumers are becoming more open to sharing their information with brands (‘Safe in their hands?’, MW 8 December).

With ‘savvy shoppers’ concerned about privacy but willing to share their information, we must now look at ways of showing consumers how marketers and brands can understand them better and deliver improved customer experience based on the data they provide.

Key to this is the ‘interface’ – the creative we use, and the only part of this data ‘value exchange’ the customer is actually engaged with.

Get this right and we can convert this customer intelligence into a meaningful customer-brand relationship.

Ian BatesCreative



ICANN your dot-brand

Webops Temp

Your article ‘The new domain names that will be a game-changer for brands’ (MW 20 October) made clear the benefits of owning a branded top level domain (TLD) – greater control of your brand online, enhanced security and opening new possibilities for customer engagement – but I want to add that businesses should not deliberate […]


Mind the app infrastructure

Webops Temp

With a 4G network still a long way off, Lara O’Reilly’s piece on the frustration of failing to access her preferred apps and websites while recuperating in hospital, provides food for thought. 3G technology is great, but when the network was designed it did not anticipate the level of content that is rich in data […]


Brush with the law

Webops Temp

There is nothing new in saying that advertisers must show restraint when using airbrushed images (‘Airbrushing damages consumer trust in brands’). The CAP Code (UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing) is clear that advertisers cannot use post-production techniques in cosmetic advertisements when the result is an image that could never have […]


    Leave a comment