An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
‘Front door message’: Monzo on why loyalty is the ‘crux’ of its brand strategy
Amrit VirdiIn a bid to meet customers across different life stages, Monzo is relying on its tiered accounts to offer users the “instant gratification” they crave.
M&S on why its ‘vast’ social media structure drives virality
Amrit VirdiIn her new role as marketing director for fashion, home and beauty, Sharry Cramond is betting big on social, virality, ambassadors and ad-funded TV to reach new audiences.
Advertising’s impact and Topshop’s return: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From American Eagle’s ad-fuelled sales boost to Topshop’s high street return, it’s been a busy week. Here is my take.
Why It Works: A trip to Flat Iron reveals how it sells so much steak
Richard ShottonFrom cute cleavers to free popcorn, there are plenty of behavioural science techniques on display if you enjoy a meal out at Flat Iron.
‘Significant appetite’: Creativity and measurement’s role in the next stage of commerce media
Grace GollaschAs commerce media grows beyond retail, brands want media networks to deliver stronger creative and clearer measurement to prove long-term effectiveness and full-funnel solutions.
Outcome-based pricing: Everything you need to know
Emily ManockThe use of outcome-based pricing is growing in the software, finance and legal sectors, but how does it actually work?
‘Value and resonance’: OnePlus on the power of co-creation and community
Josh StephensonWhile not blessed with the marketing budgets of its rivals, OnePlus relies on customer listening and feedback to develop products and tailor its marketing.
The Week in Tech: Google gets off lightly and Amazon’s ads strategy
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘The stars aligned’: Primark on using TV to ‘supercharge’ its marketing mix
Amrit VirdiPrimark marketing director Wendy Duggan says the retailer will “sweat every single measurement tool” to determine the effectiveness of its UK TV debut.
‘Language of profit’: Marketers on the struggle to link brand equity and price power
Niamh CarrollAlmost nine in 10 marketers believe strong brands have pricing power, yet only 40% are able to draw a line between equity and driving a premium.
‘Meeting of minds’: Mastercard on ‘advancing the business’ through Formula 1
Amrit VirdiLooking to move on from a “1990s way of thinking” about sponsorships, Mastercard wants to take its tie-up with McLaren Racing to a “different level”.
How will media spend shape up in the second half of 2025?
Grace GollaschDespite ongoing uncertainty, UK ad spend is climbing, with budgets in the second half of the year shifting towards social media, retail media and AI-driven search.