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The latest articles on global digital marketing and ecommerce from Econsultancy’s award-winning analysts and experts

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Loyalty programmes will increasingly ‘hinge on personalisation’: Eagle Eye’s Sarah Jarvis

Sarah Jarvis is Communications and Propositions Director at Eagle Eye, a software-as-a-service loyalty specialist working with retail, travel, and hospitality brands. Having spent more than a decade and a half working in retail marketing and loyalty, Jarvis has well-formed opinions on what makes a great, and not-so-great, loyalty scheme – and the experience to back […]

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The empty chair: Why innovation should centre on customer needs

This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. The empty chair is a concept synonymous with Amazon’s customer-focus. Despite their importance to the […]

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Innovation: Four flawed assumptions to avoid

This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. Flawed assumptions to avoid when innovating – the premise of this article is pretty self-explanatory, […]

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