Posts tagged with Change

Exploring Today's CMO

Why this is an extraordinary time to lead marketing

This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.  

The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.  

The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.

6 comments
big supermarket

Do big retailers need to create social value to succeed?

The high street debate is one that attracts much comment on the Econsultancy blog.

Feelings run high when it comes to ensuring the survival of stores in our towns. The situation has yet to crystallise, though it’s clear there are business models that aren’t best suited to bricks and mortar any more. 

Alongside the trend towards experiential retail (shops doing more than simply selling stuff that consumers can buy cheaper online), a trend towards creating social value in the community may be emerging. 

High street vacancy rates are steady in the UK at 14% in 2013 and independent stores such as cafes are on the increase. Part of the reason for this is social and local. 

Most of us still value our retail centres as places to take a ‘humanity bath’, meeting people outside of the office, the church/mosque/synagogue and your neighbourhood. 

But what else can big retailers do to engender a closer community? Does every store have to get involved? What about digital technology, can it play a part at a community level?

The RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) has released a report detailing the business case for socially aware retail. The report includes the results of six months of research with three ASDA stores. 

Whilst most of the findings are relevant mainly for larger focal points, chiefly supermarkets, here’s what I gleaned...

2 comments

The agile innovation imperative: agile grows up

Just about every marketer in every company wants to be more agile and more innovative.

The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.

In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.

The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.  

It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.

0 comments
ford retail group

Ford Retail Group: bringing customer experience into the boardroom

At JUMP, part of the Festival of Marketing, Celia Pronto, Head of Marketing and Ecommerce at Ford Retail Group, spoke about bringing customer experience (CX) into the boardroom.

I’ve summarised what she had to say about this large and changing sector. For anyone high up the marketing chain, looking to change the way their company does business (with direct links to revenue!), this is salient and bang up to date.

0 comments
Crystal Ski

Digital transformation: creating value for customers in the travel sector

I'm continuing my journey, exploring what digital transformation means in the real world. I’ve been speaking to David Jarvis from TUI Travel plc (the world’s largest leisure travel company). 

David works for Specialist Holidays Group (SHG) within TUI and is currently VP of Customer Engagement for Marine brands Sunsail and The Moorings. His experience with online goes back to the mid-90s with a focus on user experience, and he’s now helping to drive transformation at TUI.

When I spoke to David he highlighted a few key themes he has been experiencing when driving change within his part of the business.

4 comments

It's change, not disruption

One of the tech industry's favorite words is 'disruption'. You hear it all the time. Company X is disrupting some industry. Or Company Y has been disrupted and because of that, is on the brink of going bust.

On the surface, the concept of disruption seems fairly straightforward: young companies, many propelled by new technologies, enter markets and make a huge impact, often sending larger, entrenched players into a tailspin.

2 comments

How digital is transforming organisations

New research published by Econsultancy this week examines how companies are managing the type of organisational change which is becoming essential because of fast-evolving digital technology and its effect on customer and employee behaviour. 

0 comments