Tactics
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Retail media: opportunity rises for online retail media
Debate is raging as to whether online retailers should build their websites around point-of-sale presence for partner brands or focus on their own communications.
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Online video: 'Learn to think like a documentary maker'
Six experts discuss the different ways of using video online to engage customers, how all brands should act like media owners - and dispel some entrenched myths about cost and quality.
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How new tech can deliver more consumer insight
New techniques are revealing valuable pieces in the puzzle of how consumers truly use and interact with brands rather than what they tell researchers.
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Marketers need to direct flow of talking points
With new media taking control of communications away from companies, our panel of experts meet in Geneva to debate howmarketers can safeguard brand reputations and engage with their target audience.
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Tis the season for christmas sales strategy
Consumers bemoan the fact that Christmas seems to come earlier each year. So do brands get any real benefit from getting out the holly and mistletoe before the barbeque sets have been put away?
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Netting maximum brand value from voucher sites
There are more than 200 voucher code websites in the UK for brands to use. But careful targeting and a considered strategy are needed to get the most from them.
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How multiple messages catch the mind's eye
Marketers are using digital technology, customer insight and precision targeting techniques to get the maximum out of their point of sale activity.
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Promotions switch focus to added value
As the challenging retail climate persists and depletes market share, brands are fighting back with a battery of sales promotions, fine-tuned with customer insight.
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Good first impressions lie in the detail
With online shopping now an integral part of any brand’s business, the experience your website offers is as important as your next ad campaign.
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Smoothing the journey when going abroad
With gloomy economic forecasts for the UK, many retailers are looking for growth in emerging markets such as Russia, Germany and China.
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Things that make you go OOH!
As technology costs fall, innovation is inspiring ever-more adventurous digital out-of-home ad campaigns across the UK.Targeting drivers with a digital OOH campaign proved effective for Heathrow Express
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Can mystery shopping deliver the truth, and nothing but the truth?
Being explicit on what you want to know about your in-store experience can help take the mystery out of mystery shopping.
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Shop floors get a technological transformation
Technological advances are making in-store environments more engaging and customer-friendly, and breaking down barriers between the online and offline worlds.
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Promo junkies become hooked on a quick fix
The retail sector’s aggressive use of price-led offers poses a long-term threat to brand values as consumers take advantage of a tool designed to give sales a quick uplift.
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Why goodwill gestures must contain your brand values
Christmas is the peak time for corporate gift giving, but businesses must take care that delivery matches the brand proposition.
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Collaboration lets stores control the customer journey
Targeted campaigns based on understanding the journey a customer takes in a particular retail environment are proving effective for both stores and brands.
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Gathering intelligence is the secret to success
Marketing Week’s roundtable, run in association with Communisis, gains insight into how brands can benefit from clever data marketing.
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Design next stop: design for the fuller, greener life
Eco packaging, innovative applications and making people’s lives more sustainable are long-term goals for Nokia.
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Vouchers flex retail muscle in two sectors
Experts from six high street brands answer questions posed by Marketing Week about their use of the ever-popular gift voucher and any possible future developments.
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Getting all emotional can work wonders
Slowly but surely, the industry is learning how to measure emotional responses and use the results it gets to devise new marketing strategies.