Next identifies digital marketing as an ‘increasing cost’ and ‘opportunity’
Next is investing more in “new and developing channels” in the UK as it found these are delivering increasing effectiveness.
Next has identified digital marketing as an “increasing cost” and “opportunity” for the brand and is expecting marketing spend to increase as a percentage of sales going forward.
In the UK, the retailer is aiming to step up its marketing spend “as a result of the increasing effectiveness of new and developing marketing channels”.
At the same time, Next is finding that search channels, which have traditionally provided it with what it terms “free marketing”, are becoming less effective, meaning it is up weighting spend in digital.
