As third-party cookies are phased out and the threat from ecommerce giants intensifies, retailers in search of new revenue streams are realising the potential of the data in their loyalty schemes.
Relationships survive by evolving, and the relationships between retailers and the third-party brands are no different.
The high street retailer is introducing an advertising offering for brands, spanning campaign planning, creative development and measurement, a move CMO Pete Markey describes as “central” to the Boots marketing strategy.
The grocer’s strategic priorities for the year ahead include providing ‘magnetic value’ for customers, continuing to evolve its Clubcard proposition, convenience and driving cost-savings.
Tesco Mobile says it offers quality and expertise “in a slightly different way” to the rest of the sector and claims customer perceptions of it being an “expert brand” have nearly doubled since January.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?