As retailers engage more consumers across increasing touch-points and answer greater needs, they have unconsciously moved away from the simplicity, distinction and trust they once enjoyed.
Advertising sets grand expectations. Emails promote and push, personalisation makes consumers question their trust, in-store and online varies wildly to anticipations and expectations, then post-purchase opens up more questions.
As expectations and experiences fragment, marketers lose control of their brands and the experience continues to disperse, businesses will suffer as customer confusion and disappointment sets in.
At the Festival of Marketing, Sid McGrath, CSO, shared our latest proprietary research about the retail landscape, what a fragmented brand looks like and how a broken experience affects sustained growth. He offer solutions grounded in applying ‘whole brand thinking’, a holistic brand-centric approach that places consistency and creativity at every touchpoint.
