We're thrilled to announce that Citrus has won a string of projects with fashion retailers Review, Metalicus and Republic - key brands in The PAS Group . Mid this year, we'll be launching new online stores for Review and Republic and overhauling Metalicus' existing online shopping site to be bigger and better than ever.
Last week IBM released results from their major global online consumer studies.
We're pleased to see Australians proving they are not just a subset of the US and UK markets in terms of how they behave, what they expect and how they want to shop.
What really builds customer loyalty to a retail brand? Its promises? Its branding? Its content? Or is it the services it offers which actually improves its customers' lives?
Brand managers are constantly on a quest to connect to their consumers through lifestyle content - if a brand is seen to understand the lifestyle of the consumer then it is thought that increased consumer engagement will follow. Yes, to a point. But where some brands fail to achieve this is when there is limited or no relevance between what the brand’s product is and the lifestyle content.
Now, normally I try to avoid clichés like the plague, but in this case I could reel off a couple, you reap what you sow, to fail to prepare is to prepare to fail, you only get out what you put in, two heads are better than one hand which makes light work, or something like that; the point being that it's an age old truth that the more work and effort that goes into planning, the better your chances of success when it comes to executing.
Well in a whirlwind first fortnight in the Citrus team, with my eyes wide to new faces and fun, there was an old familiar favourite of a question that popped up in conversation with a client this week…
How much is my email database actually worth?