By Samuel Joy Read full story › Source: Marketing Week...
Read MoreBy Thomas Hobbs Predicting that net sales at the fashion retailer would increase by 19.1% to £306m in 2015, he said its adoption of in-store technology has been key to recent successes. “We’ve really tried to combine all of our retail and brand marketing with online and mobile so there’s a single strategy throughout the business,” Harding told delegates. “You have to bring everything together, from in-store to mobile apps, or you lose credibility. I don’t like the term ominichannel as every experience should be seen as unique.” Over recent years, House of Fraser has introduced beacon-powered mannequins, which can recommend products to in-store consumers Read full story › Source: Marketing Week...
Read MoreBy James Swift One of Tom Knox’s first acts as IPA president will be to draw up a members’ code of conduct, as the DLKW Lowe chairman seeks to assert advertising as a force for good. Read full story › Source: Campaign...
Read MoreBy John McCarthy Uber is planning to pilot a scheme where its drivers also multitask with same-day goods deliveries. Leaked documents related to the scheme claiming that UberRush couriers and Uber drivers are being trained as part of a merchant delivery pilot program. Brands such as Neiman Marcus, Louis Vuitton, Tiffany’s, Cohen’s Fashion Optical and Hugo Boss are reportedly on board for the same-day delivery scheme. An Uber spokesperson told TechCrunch: “Experimenting and finding new, creative ways for the Uber app to provide even greater value to our riders and driver partners is a way of life at Uber. “We have been piloting UberRUSH with multiple retailers Read full story › Source: The Drum...
Read MoreBy Lucy Tesseras Received wisdom suggests that eco-friendly products have the benefit of making consumers feel they are helping the environment, which in turn has a positive effect on sales. But green brands are just one example of how a category’s biggest asset can become a liability – and of how marketers who allow a single attribute to define a product, especially one that doesn’t help consumers see the functional benefits, risk becoming hostage to changing perceptions. It is not only environmentally aware brands such as Ecover and Toyota that have had to fight against unwelcome associations dogging what they thought was their main selling Read full story › Source: Marketing Week...
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