Retailing

Digital Marketing

Mambo online-only brand offering aims for fans new and old

A premium version of Mambo harking back to the iconic brand’s artistic and cultural grassroots and aimed at fans new and old is the second direct-to-consumer offering from Australian family-owned business, Caprice.

Digital Marketing

DigiDirect uses personalised product data to drive revenue growth

With the desire to deliver personalised experiences crashing headlong into consumer privacy concerns, marketers are having to walk a fine line between extracting value from customer data while keeping them onside. But Australian independent speciality photographic store, digiDirect, has found a way to increase basket size by focusing personalisation initiatives onto something it already has complete knowledge of – its products.

Measurement & Analytics

Battling the ecommerce fraud dilemma as a brand

Like many Australian retailers, Melbourne-based fine jewellery seller, Bevilles, pivoted to online sales during the pandemic in response to a decline in in-store purchases. But as a seller of high value items, the Bevilles team also knew they were likely to be the target of fraudsters.

Strategy

The secret sauce fuelling Barbeques Galore customer loyalty approach

Recent years have witnessed a proliferation of points-based loyalty programs and spend-and-save offers as marketers have sought to create more regular engagements with customers. But for Barbeques Galore, where the average purchase cycle for a new barbeque is seven to eight years, establishing more regular engagement with customers has been a challenging proposition.

Digital Marketing

How Ryderwear is building its omnichannel marketing orchestration engine

More than 30 per cent uplift in revenue off email marketing, customer lifetime value improvements and omnichannel campaigns are a few of the early wins for Australian activewear and gym apparel brand, Ryderwear, after overhauling its customer and marketing technology stack.

Digital Marketing

Bringing community engagement to life digitally

Building community engagement and loyalty through gamification, mixed reality activations and tailored communications is the name of the game for Ranfurlie Shopping Centres after investing in a new digital platform.

Digital Marketing

How the Salvos embraced ecommerce

Few retailers would be as far from claiming ecommerce leadership as charity op shops. But when COVID-related lockdowns descended across Australia last year, charity stores were forced to close their doors along with everyone else considered non-essential.

Digital Marketing

CMO profile: Navigating the ecommerce boom

Rapid uptake of ecommerce was an inevitable outcome of the events of 2020, and naturally, those companies that supplied the picks and shovels of the digital goldrush were among the biggest winners.

Leadership

Coles launches new sustainability initiative

Coles is launching a new sustainability strategy built around the theme of ‘Together to Zero’, which includes targets to further reduce greenhouse gas emissions, a commitment to 100 per cent renewable electricity and sets a course to net zero greenhouse gas emissions.

Digital Marketing

Why fortune favours the brave marketer

The next 12 months represent the biggest, most exciting opportunity retailer marketers have ever had. This unprecedented window is an opportunity to innovate like never before.

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Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

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Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

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More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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