From a fierce understanding of the customer to using storytelling to develop a personality online, brands like Gymshark and Eve Sleep are finding ways to cut through the noise and conquer ecommerce.
With a far broader base of consumers now feeling confident making purchases online, ecommerce platforms have become increasingly noisy marketplaces, with brands jostling for space to make themselves heard.
Urging marketers to be “catalysts for change” in the climate crisis, Patagonia is using its ecommerce site to connect their “hard to reach” skills with non-profit organisations in need of support.
In the first of a three-part look at the changing nature of ecommerce, James Hankins and JP Castlin explore why, right now, brands need to focus on optimising the final mile in order to succeed.
The acceleration of ecommerce has seen logistics giant DHL increasingly pursue a B2B2C model, appealing to brands and consumers alike with an offer of seamless service.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.