Omnichannel Retailing

Strategy

​Fight Gear Direct’s three Rs of brand rejuvenation

Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.

Digital Marketing

Report: Social commerce appetite firming up

Seven in 10 Australian consumers are likely to buy through social media channels, with livestreams and conversation commerce proving strong prompters for purchase, a new report indicates.

Digital Marketing

Report: Omnichannel grocery shoppers are here to stay

The fluidity of grocery shopping between in-store and online channels is something modern FMCG marketers can expect to face permanently thanks to the digital acceleration and consumer expectations brought about by Covid-19.

Strategy

De'Longhi Coffee Lounge debuts as part of CX strategy

Debuting a physical De’Longhi experience centre is the latest step by the coffee machine manufacturer to deliver better customer experiences around the art of at-home coffee making, says its marketing director.

Digital Marketing

Dri-Glo debuts its first direct-to-consumer model

Winning over the millennial generation of consumers and taking advantage of rapid digital take-up has led iconic 90-year-old Australian brand, Dri-Glo, to take its first steps into direct-to-consumer commerce.

Digital Marketing

How Barbeques Galore plans to triple ecommerce sales

Three months after doubling conversions through a new ecommerce, ordering system and website overhaul, Barbeques Galore is looking to cook up even bigger sales with the debut of its third-party marketplace strategy.

Digital Marketing

Kmart connects with customers in the great indoors

​Kmart has joined other retailers by invigorating its online content to engage customers with a series of ‘masterclasses’. The classes also market its expanding furniture range – another response to customers’ increasingly indoor lives.

Digital Marketing

Bringing digital service delivery to building supplies

In a world that seems to be inevitably drawn towards digital service delivery, few sectors have shown the same level of resistance as building supplies. Even the market behemoth of the retail side of the hardware industry, Bunnings, only got its ecommerce act together in 2018.

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State of the CMO 2021

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Report: 4 ways to generate customer loyalty

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APAC software company brings on first VP of growth

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Gartner 2022 Digital Experience Platforms reveals leading vendor players

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Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

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