House of Fraser‘s marketing boss is bringing in a new marketing plan that will prioritise original content and “hyper-local” out-of-home over its previously preferred route of TV, as he aims to get the brand in front of a more clearly-defined shopper.
David Walmsley joined the retailer as chief customer officer six months ago, inheriting what he described to The Drum as a “theoretical” strategy that tried to appeal to too many people.
“The definition of the House of Fraser customer [when I joined], was a little…confused. We had six different customer segments, which might get direct marketers Read full story ›
Source: The Drum
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