There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Closing the gap Episode 9: Heinz Australia CMO Sandra Arango on iterative collaboration
- 24 September 2015
- Download MP3
The guest for episode 9 of the Closing the Gap podcast series is Heinz Australia head of marketing, Sandra Arango.Sandra has a proven record as a global FMCG marketer and innovator and worked for 17 years at Proctor and Gamble previous to this role.
In this podcast, we talk about the sixth way to Close the Gap between business and consumers: Iterative collaboration. Anchored in The Wisdom of the Crowd philosophy and starting with the consumer insight, co-creation is a powerful way of involving your customers and your people in brand growth.
The Closing the Gap podcast series is produced by Brandhook CEO, Pip Stocks.