How premium and luxury retailers are executing sales and discounts (and still maintaining prestige)
In the wake of the coronavirus pandemic, inventory build-up is proving to be a big problem. But how can high-end retailers promote their discounts and still maintain a sense of exclusivity? Here’s a look at various tactics from some premium names in the industry. CQP’s separate sale site For brands that are reluctant to slash […]
A day in the life of… Jenny Stanley, Founder and MD at Appetite Creative Solutions
Jenny Stanley is Founder and Managing Director at creative technology studio, Appetite Creative Solutions, a creative technology studio. Stanley explains how the Covid-19 pandemic has impacted her day-to-day working life, and how it is steering wider trends within the industry.
Evaluating your commerce technology: A mosaic of opportunity – and why to act now
In light of recent global events, digital commerce has become the main route to market. However, many businesses are accustomed to one technology stack that rules everything, an ecommerce platform that stays for four or five years. Today this is not the case. There is a need for greater agility. Adopting the right technology has […]
What can retailers expect from Black Friday 2020, and how should they prepare? We asked the experts
We’re rapidly approaching the 2020 winter holidays, and everything is still as uncertain as it ever was – particularly in retail. While there is always a certain amount of guesswork involved for retailers approaching the bumper holiday season (how will consumers spend? Will my marketing strategy pay off?), this year it has been amplified tenfold.
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Stats roundup: coronavirus impact on marketing, ecommerce & advertising
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
The stakes have never been higher for ecommerce customer experience
A recent study conducted by Bazaarvoice found that over their regional lockdown periods, 39% of global consumers purchased from brands they’d never tried before, for reasons such as value, availability and convenience. Eighty-eight percent of those consumers now plan to stick with their new brands, presenting a unique opportunity for customer retention. However, in the […]
User-centric design and organisational transformation: lessons from the public sector
What can the public sector teach the private sector about agility, transformation and truly user-centric design? Johan Hogsander, Managing Director at Engine Transformation, shares the lessons he has learned from working for the ‘biggest business’ in the UK.
Tech alone won’t change your company
Business advisor and experienced Chief Marketing Officer, Ben Rhodes, shares his approach to transformation, and seizing growth opportunities, in our new digital world.
Product Strategy and Marketing Best Practice Guide
1. Introduction The objective of this report is to provide marketers with a practical guide to the essential principles, processes and practices surrounding the increasingly critical areas of product strategy and marketing. Digital has facilitated a growing proportion of business models to pivot towards direct-to-consumer propositions, and an ever-growing number of products to become services, […]
Digital Transformation Monthly – October 2020
1. Introduction A survey of more than 2,500 global enterprise leaders conducted by Twilio in June 2020 found that 97% believe the Covid-19 pandemic has sped up digital transformation at their company.[1] Of these, 68% believed that Covid-19 had sped up digital transformation “a great deal”, while 29% said it had sped up “somewhat”. For […]
The Fundamentals of Modern Marketing Mindset
1. Introduction Econsultancy has been investigating the topic of marketing knowledge and skills for more than 20 years. In that time, we have conducted multiple research studies and interviewed thousands of marketing leaders and practitioners about the human capabilities required for success. One thing that has become clear is that some of the most important requirements for […]
Social Media Strategy Best Practice Guide
1. Introduction This guide has been written to complement Econsultancy’s Social Media Advertising Best Practice Guide, Social Media Platforms Overview, Social Media Platforms Trends Report, B2B Social Media Best Practice Guide and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a social media strategy, as well […]
John Lewis’ virtual Christmas store is more experiential than retail – but it’s certainly fun
The 2020 Christmas shopping season will be unlike any other. But John Lewis is doing its best to recreate the magic with its virtual tour of its flagship store in Oxford Street. How effective is the experience?
A day in the life of… Kirsten Allegri Williams, CMO of Episerver
We recently caught up with Kirsten Allegri Williams, CMO of Episerver, to find out more about her role and how Covid-19 has impacted her day-to-day working life.
How has Covid-19 accelerated trends in customer service?
In the face of persistent uncertainty, and with demand for digital services and experiences at an all-time high, customer service has become even more crucial for businesses. This has accelerated a number of trends taking place across sectors, from automation to social messaging, AI-powered technology to bespoke digital customer service.
Six examples of in-store technology innovations for the Covid-19 era
Retailers are increasingly beginning to turn to technology to solve the challenges presented by the Covid-19 era. Here are six examples of tech innovations that are being used to improve the in-store shopping experience.
What are ecommerce companies doing to lessen their impact on the environment?
Sustainability is a growing concern for consumers, but at the same time, convenience remains the biggest motivation when it comes to buying online.
Three ecommerce tactics to boost your sales this festive season
As Black Friday approaches, ecommerce businesses are preparing for the arrival of peak shopping season. And with factors such as huge online demand and a glut of excess stock as a result of Covid-19, many retailers and brands are anticipating this year’s peak shopping season to be a big one. Research from Fresh Relevance’s The […]
10 powerful examples of upselling online
Online, upselling can be a powerful tactic for driving more revenue from a sale. Nikki Gilliland looks at 10 powerful examples of brands using upselling online, and why they are effective.
How newly-minted unicorn Gymshark adapted to a global pandemic
The UK brand Gymshark has reached unicorn status, after an investment deal with global growth equity firm General Atlantic brought its valuation to over $1 billion.
Data visualisation: Three simple tips to breathe new life into even the most boring of datasets
Data can seem dry and tedious, but with some creativity it’s hard not to take notice, be impressed, and learn something new all at the same time. Three Whiskey’s Viral Mistry offers some tips for data visualisation.
13 stats that show how advertising is changing
From digital ad spend overtaking traditional and the growth of mobile to the most resilient advertising channels during the Covid-19 pandemic, here are 13 stats that show how advertising is changing in 2020 and beyond.
1
Stats roundup: coronavirus impact on marketing, ecommerce & advertising
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
How to deal with Facebook’s view-through conversions when aggregating data from multiple platforms
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
How the world is feeling about Covid-19 right now and what it means for brands
Dr. Cristina de Balanzo, Director at Walnut Unlimited, shares five findings of Walnut’s recent Covid-19 research and what they mean for brands.
The Fundamentals of Modern Marketing Mindset
1. Introduction Econsultancy has been investigating the topic of marketing knowledge and skills for more than 20 years. In that time, we have conducted multiple research studies and interviewed thousands of marketing leaders and practitioners about the human capabilities required for success. One thing that has become clear is that some of the most important requirements for […]
Product Strategy and Marketing Best Practice Guide
1. Introduction The objective of this report is to provide marketers with a practical guide to the essential principles, processes and practices surrounding the increasingly critical areas of product strategy and marketing. Digital has facilitated a growing proportion of business models to pivot towards direct-to-consumer propositions, and an ever-growing number of products to become services, […]
A day in the life of Nikolay Piriankov, CEO of omni-channel bespoke jewellery brand Taylor & Hart
Today’s ‘day in the life’ features Nikolay Piriankov, CEO of bespoke jeweller Taylor & Hart. Here is what Piriankov said about his experience over the past few months, and how Covid-19 has impacted strategy for the brand long-term.
Six brand case studies that proved the value of storytelling
Storytelling in marketing terms isn’t just about producing an advert with a narrative, it’s about telling the story of the ‘brand’ across multiple channels, and using various tools and methods to do so.
How Whittard’s email marketing pushed me oolong the sales funnel
Rebecca Sentance delves into how Whittard of Chelsea plays to its strengths with email marketing and keeps customers coming back for more.
What is a UX writer and how does it differ from a content designer?
The role of ‘UX writer’ has become increasingly sought-after as companies make user experience (UX) a focal point for their business. But what exactly does a UX writer do?
Five content strategy trends for the second half of 2020
What are the content marketing trends that will dominate the second half of 2020? Lizzy Hillier looks at five overarching trends for content that have emerged in the midst of the coronavirus crisis.
B2B Social Media Strategy Best Practice Guide
1. Introduction This guide has been written to complement Econsultancy’s Social Media Advertising Best Practice Guide, Social Media Platforms Overview, Social Media Platforms Trends Report and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a B2B social media strategy, as well as a summary of the […]
Resourcing for social media teams: A beginner’s guide
This briefing explores social media team roles and responsibilities, whether to insource or outsource, how to work with agencies, and where to look for advice on skills development. It is an excerpt taken from Econsultancy’s Social Media Strategy Best Practice Guide.
Eight effective examples of brand marketing on TikTok
TikTok surpassed two billion downloads in Q2 2020, just five months after it passed the 1.5 billion download mark.
Social Media Strategy Best Practice Guide
1. Introduction This guide has been written to complement Econsultancy’s Social Media Advertising Best Practice Guide, Social Media Platforms Overview, Social Media Platforms Trends Report, B2B Social Media Best Practice Guide and Social Selling Best Practice Guide. The purpose of this guide is to provide a framework for developing a social media strategy, as well […]
A day in the life of… Hero Brown, Founder and Editor of online media brand Muddy Stilettos
Today’s ‘Day in the Life’ features Hero Brown, Founder and Editor-in-Chief of Muddy Stilettos – an online lifestyle website and “urban guide to the countryside” for women outside of London. Here’s what she had to say about her day-to-day role and the impact of Covid-19.
Five expert PPC strategies to maximise campaign performance
Henry Carless, PPC and Data Science Specialist at search agency Vertical Leap, shares some advice for optimising PPC campaigns.
Evaluating your commerce technology: A mosaic of opportunity – and why to act now
In light of recent global events, digital commerce has become the main route to market. However, many businesses are accustomed to one technology stack that rules everything, an ecommerce platform that stays for four or five years. Today this is not the case. There is a need for greater agility. Adopting the right technology has […]
Five expert PPC strategies to maximise campaign performance
Henry Carless, PPC and Data Science Specialist at search agency Vertical Leap, shares some advice for optimising PPC campaigns.
