By Hamish Pringle

Integration. Integration. Integration. It’s a maxim we’re all very familiar with, and yet there are still leading brands – brands that are the marketing pinups of their industry – not getting it right. This is not about whether ‘matching luggage’ or ‘shared attitude’ is the correct approach to multi-channel communication. Rather it’s about integrating the total business system, which is more fundamental and much harder.

This is particularly true for brands such as Waitrose that have been focussed on bricks and mortar, and are now looking to expand online. The stakes are especially high for them as customer expectations derive Read full story ›

Source: The Drum