From my desk to yours...

In today's swiftly-changing market, the once unshakeable dominance of Google and the efficacy of single-channel marketing campaigns (using just one way to advertise) are undergoing quite a shift. As consumers' habits change and digital landscapes get more complicated, businesses are recognising that advertising through just one channel is restrictive and limiting. Businesses are realising that a multi-channel approach to marketing is now required.

Failing to adapt to the times and embrace these strategic changes will undoubtedly cause repercussions for businesses. Companies risk being left behind, unable to effectively engage with their target audience across different platforms. Many internal sales representatives are changing how they work and now prefer to handle inbound inquiries, instead of proactively reaching out to customers. It’s therefore more important than ever for businesses to re-evaluate their sales strategies and utilise the expertise of direct marketing companies proficient in telesales and high-end CRM capabilities—areas where our proficiency shines.

Insights

Morrisons is enhancing its loyalty scheme by introducing a personalised system that rewards shoppers for purchasing specific brands, aiming to boost engagement and offer more value to customers. Through the “My Points Boosters’ initiative on the Morrisons More Card app, users can choose up to 10 brands to earn rewards by reaching spending milestones within a specific period. The earned points can be converted into vouchers for use in the Morrisons stores.

Morrisons claims its AI-powered personalised scheme is a first in the UK grocery sector, setting it apart from competitors like Tesco and Sainsbury’s. The supermarket aims to expand its retail media offerings through Morrisons Media Group, providing unique marketing opportunities for brands to connect with customers.

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In the News

In the news recently, Dr Marten announced the promotion of Ije Nwokorie from Chief Brand Officer to CEO, taking over from Kenny Wilson, who will step down by the end of March next year after six years in the role. Nwokorie joined the company just two months ago in the newly-created Chief Brand Officer position, having previously served as a Non-Executive Director at Dr Martens and as a Senior Director at Apply Retail.

In his new role, Nwokorie will oversee global marketing, product, and strategy functions, as well as set the brand strategy and vision. He will continue as Chief Brand Officer until the transition, focusing on driving demand for the upcoming Autumn/Winter 2024 season.

“We have a phenomenal brand, an excellent product range and a passionate culture.” Ije Nwokorie, Dr Martens

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