Jaeger

Storytelling brands: Jaeger’s illustrious 130-year heritage

This is the second instalment in my series of posts looking at brands that use storytelling as part of their marketing activities.

I won’t bore you with my full definition of what I think storytelling should mean in a marketing context, but suffice to say that I think it should be used to describe authentic content that reveals something interesting and truthful about the business, such as the origins of its products or a look inside the company culture.

Jaeger’s head of ecommerce on customer experience & multichannel retail

At Demandware’s Xchange ‘14 conference I caught up with Jaeger’s head of ecommerce, Simon Spencelayh, to find out how the fashion retailer is improving the customer experience and its multichannel capabilities.

It’s less than a year since Jaeger relaunched its online store for the second time in less than 12 months, and only around eight months since Spencelayh started his new role.

So it’s clearly been a period of change for the company’s ecommerce team.

Here’s what we discussed…