‘Made in Britain’: Why are British Retailers in High Demand Internationally and How Have They Expanded Into These Markets?

One of the biggest stereotypical influences in today’s society is an individual’s nationality. However, Brits are not only known for there ‘tea and crumpets’ but also their luxury British labels (Matthews, 2014 ). In fact, a research report conducted by Barclays discovered that 64% of consumers in emerging markets are more inclined to buy brands with a British label. They are even willing to pay up to 7% extra for these products (Barclays, 2014)!

British Brands in High Demand

UK brand awareness is at a all time high following the London Olympic games and advancements in digital technologies which has allowed retailers to promote in key cities around the globe (GOV.UK, 2014). The royal family is also a great interest of those living outside Britain and adds to the ‘upmarket, posh’ perception of Britain (Otnes & Maclaran, 2015). Brands and items of clothing worn by the royals quickly becomes popular with fans, for example, Princess Charlotte was recently photographed wearing a cardigan from John Lewis, which then went to sell out in the next hour (Leaper, 2017).

Some of the best retail brands in the world are sourced in Britain, including Burberry, Asos, Vivienne Westwood and Stella McCartney. Not forgetting the popularity of famous department stores like Selfridges, Harrods and the best Christmas advert producer, John Lewis, who is trying to expand their international footprint (Hendriksz, 2016). Whilst other UK brands are attempting to expand their appeal in markets like East Asia and Africa, 37% of luxury brands are already present in China (GOV.UK, 2014).

How have Retailers Broken International Barriers?

  • One in ten UK companies sell and export goods overseas by setting up an attractive, user friendly website (Bearne, 2016). Paid ads and search engine optimisation helps to increase click through rates onto the site (Ryan, 2014).
  • Burberry realise the importance of advertising when it comes to sustaining a luxury image. All their marketing activities are managed from London in order to sustain a coherent brand identity. They focus on producing advertisements that focus on the firm’s heritage and history: an aspect of the company that is a selling point for international consumers (Moore & Birtwistle, 2015).

(Image 1- Burberry ‘Best of British’ spread in Vogue)

(Image 2- British actress, Emma Watson in Burberry advert)


  • Using digital marketing techniques to target specific audiences is helping retailers to branch out internationally. For example, Topshop use micro-targeting techniques to help their products and services ‘speak directly to consumers with individual needs’ (Topshop, 2017).
  • A focus on personalisation is apparent. Nike (although not a British retailer) have focused on appealing to independent customers by launching ‘NikeID’ on their website. This appeals to international markets by allowing the consumer to design their own trainers online to align with different cultural preferences (Fleishman, July).
  • Topshop and John Lewis use social media as a platform to engage with their different audiences. Topshop stay up to date with new market trends and innovations. For example they created a ‘style gallery’ that allows customers to upload pictures of themselves wearing Topshop clothing, similar to bloggers, who are extremely popular with the millennial generation (Topshop, 2017). John Lewis focuses on viral social media marketing by tapping into their customer’s emotions. They do this by developing Christmas adverts; their most recent ‘Buster the Boxer ‘advert generated over 21 million global views (Sweney, 2016).


(Image 3- Toyshop ‘Style Gallery’)

(Image 4- ‘Buster the Boxer’ from John Lewis Christmas advert)

Not all have had success

Not all retailers however have had success overseas, for instance Tesco failed to engage the US market with their ‘Fresh and Easy’ stores. They offered British style ready meals that are unfamiliar to US consumers and they relied on self-service tills as their primary payment points, which Americans do not favour over human assistance (Butler, 2012). M&S opened stores in Canada without any consideration for the markets unique needs that differ from the US. This concluded in losses and the closure of all the Canadian stores (Quinn, 2001).

(Image 5- Tesco, ‘Fresh & Easy’ store in the US)

Perhaps ‘dipping a toe in’ with less risky, cost effective digital marketing strategies is the best way to begin expansion into international markets. Investing heavily into ‘setting up shop’ and taking a ‘feet first’ approach like Tesco is a brave strategy and even more risky after the announcement of BREXIT (Dhonota, 2016). It is apparent that effective innovation and good use of digital technologies explains why the UK is now the second biggest online retailer exporter (Ruddick, 2014).

Read this Racounteur article on ‘Going Global’ to discover more!



Barclays, 2014. New research shows huge export value of ‘Brand Britain’ to British business. [Online] Available at: http://www.newsroom.barclays.com/r/3012/new_research_shows_huge_export_value_of__brand_britain__to [Accessed 29th March 2017].

Bearne, S., 2016. How do UK brands expand overseas in a post-Brexit world? [Online] Available at: https://www.theguardian.com/media-network/2016/jul/14/uk-brands-expand-overseas-brexit-world [Accessed 2nd May 2017].

Butler, S., 2012. Fresh, but not so easy: Tesco joins a long list of British failure in America. [Online] Available at: https://www.theguardian.com/business/2012/dec/09/fresh-not-easy-tesco-british-failure-america [Accessed 2nd May 2017].

Dhonota, R., 2016. Timing An International Expansion In A Post-Brexit Landscape. [Online] Available at: http://www.huffingtonpost.co.uk/raj-dhonota/timing-an-international-e_b_13350508.html [Accessed 3rd May 2017].

Fleishman, H., July. 13 Businesses With Brilliant Global Marketing Strategies. [Online] Available at: https://blog.hubspot.com/blog/tabid/6307/bid/33857/10-Businesses-We-Admire-for-Brilliant-Global-Marketing.aspx#sm.000094zccn10f9fo4qfbgjro5gca9 [Accessed 2nd May 2017].

GOV.UK, 2014. Corporate report UK retail industry: international action plan. [Online] Available at: https://www.gov.uk/government/publications/uk-retail-industry-international-action-plan/uk-retail-industry-international-action-plan [Accessed 25th April 2017].

Hendriksz, V., 2016. John Lewis steps into Europe with ‘capsule’ shop-in-shops in de Bijenkorf. [Online] Available at: https://fashionunited.uk/news/retail/john-lewis-steps-into-europe-with-capsule-shop-in-shops-in-de-bijenkorf/2016030119615 [Accessed 1st May 2017].

Leaper, C., 2017. Princess Charlotte poses for her second birthday portrait in a John Lewis cardigan  . [Online] Available at: http://www.telegraph.co.uk/fashion/people/princess-charlotte-poses-second-birthday-portrait-john-lewis/ [Accessed 3rd May 2017].

Matthews, D., 2014. Greatness of Britain. [Online] Available at: https://www.raconteur.net/business/greatness-of-britain [Accessed 12th April 2017].

Moore, C. & Birtwistle, G., 2015. The Burberry business model: creating an international luxury fashion brand. International Journal of Retail & Distribution Management, 32(8), pp.412-22. Available at: International Journal of Retail & Distribution Management.

Otnes, C. & Maclaran, P., 2015. How the British Royal Family Became a Global Brand. [Online] Available at: https://www.theatlantic.com/international/archive/2015/10/british-royal-monarchy-queen-elizabeth/411388/ [Accessed 3rd May 2017].

Quinn, J., 2001. An American misadventure. [Online] Available at: http://www.telegraph.co.uk/finance/2743250/An-American-misadventure.html [Accessed 2nd May 2017].

Ruddick, G., 2014. Overseas interest grows in British fashion brands. [Online] Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10791505/Overseas-interest-grows-in-British-fashion-brands.html [Accessed 2nd May 2017].

Ryan, D., 2014. Optimizing your site for the engines. In Understanding Digital Marketing. 3rd ed. London: Kogan Page. pp.108-36.

Sweney, M., 2016. John Lewis bounces to top of YouTube’s Christmas ad chart. [Online] Available at: https://www.theguardian.com/media/2016/dec/06/john-lewis-youtube-christmas-ad-buster-burberry-sainsburys [Accessed 3rd May 2017].

Topshop, 2017. Brand Strategy. [Online] Available at: http://topshopdigitalpromotion.weebly.com/brand-strategy.html [Accessed 2nd May 2017].



What makes email marketing successful in generating engagement for retailers and what challenges do they face?

Email marketing is an effective digital tool used to communicate and engage customers. It is considered as a very important investment to most retailers as it ultimately helps them to retain existing consumers and attract new ones (BII, 2017).

Some people may think that email marketing is out of date, especially with the rise in social media and modern cloud technologies. However email marketing is still considered one of the highest ROI for marketers (Fernandez, 2016). In fact there are 2.7 billion email users worldwide (RadicatiGroup, 2015-2019), compared to 1.7 billion Facebook users (Statista, 2016) and 313 million Twitter users (Statista, 2016). And according to the data and marketing association 66% of online consumers have made a purchase online as a result of receiving an email-marketing message.

What makes email marketing so successful?

It is an effective way to keep customers informed:

It is a simple way to keep customers up-to-date on the latest fashion offerings and information about the company including upcoming events and store openings, for example email 1 displayed below is advertising a ‘grand opening’ of a new store.

Email 1


An easy way to reach mobile customers:

Emails are available to consumers through their smartphone. According to an Adobe survey 88% of Millennials regularly use their smartphone to check their emails (Naragon, 2015). Consumers are notified upon receiving an email and can click through to make a purchase from the email easily and quickly.

Allows for faster campaign deployment:

Lead times for email content and the whole campaign lifestyle is normally shorter than other media methods (Chaffey & Chadwick, 2016).

It has options for testing:

It is relatively easy and cheap to test different email creative and content. This helps marketers to deliver the best content every time (Damian, 2014).

Email promotions drive online sales:

Sending promotional codes like 20% off or free next day delivery is an incentive for customers to take immediate action, click through to the website and make a quick purchase (Chaffey & Chadwick, 2016). Email 2 shown below developed by retailer ASOS shows how they are using promotional selling methods.

Email 2

Emails are easy to customize and personalise:

The most successful emails are adapted to suit the needs, wants and behaviour of particular individuals, for example, by highlighting specific products that they would be most interested in (Zantal-Wiener, 2016). Drawing insights from sophisticated CRM systems and big data analytics will also help to target specific segments of customers and will help make content relevant for specific individuals (Damian, 2014). Email 3 is created by ASOS and shows how retailers are personalising their email content.

Email 3 


Email marketing can be combined with other direct media that can also be personalised, like mobile messaging or web personalisation, which usually increase campaign response (Chaffey & Chadwick, 2016).

Email marketing is less expensive than other methods:

Typically email-marketing makes up less than 10% of digital marketing spend. Particularly sophisticated platform will require a larger investment but then this generally leads to better ROI (Roesler, 2014).

What are the challenges with email marketing?

 According to a 2016 Adobe survey, roughly 50% of respondents claimed that email was their preferred mode of receiving marketing material, However, more than one-third (37%) ignore emails from retailers (BII, 2017). And another survey from retail touch points revealed that 65% of retailers aimed to increase email rates in 2016, such as click-through rates and conversions, however only 51% were able to successfully meet their objectives (RetailTouchPoints, 2016). These results show that retailers may struggle when it comes to engaging consumers with their emails.

In order for an email campaign to be successful the content and format of the email must be right. Non-relevant, unpolished emails are likely to be ignored and if opened may damage the brand image. Chaffey (2006) uses the mnemonic CRITICAL for a checklist of questions that can be used to improve the response of email campaigns (Chaffey & Chadwick, 2016):

Two of the main practical challenges for marketers to manage are deliverability and renderability. Due to increased efforts by ISP’s and web-email companies to reduce spam in their users inbox’s, marketers will need to make sure their email has been delivered and not placed in junk-mail boxes or simply deleted by the systems detecting spam emails (Chaffey & Chadwick, 2016). Renderability on the other hand refers to the capability of an email to display the correct format in different email readers and desktop and mobile devices (Damian, 2014).

In Summary

It is clear that email marketing is affective and is still an affective marketing communication. However it is crucial that marketers send the right content and ensure emails are targeting to the right people. Spending time creating engaging, eye-catching material should increase engagement and sales. The average open rate for emails from retailers is 20.5% and the average click through rate is 2.5% (Chaffey, 2016). Anything in this region or above is a good indication that email marketing is working for you!



BII, 2017. Retailers miss on email marketing goals. [Online] Available at: http://uk.businessinsider.com/retailers-miss-on-email-marketing-goals-2017-1 [Accessed 5 March 2017].

Chaffey, D., 2016. Email marketing statistics 2017. [Online] Available at: http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/#q2 [Accessed 11th April 2017].

Chaffey, D. & Chadwick, F., 2016. Email Marketing. In Digital Marketing. Sixth ed. Harlow, UK: Pearson. pp.524-28.

Damian, R., 2014. Understanding Email Marketing. In Understanding digital marketing: marketing strategies for engaging the digital generation. 3rd ed. London, UK: Kogan Page. pp.178-203.

Fernandez, M., 2016. Email Marketing vs Social Media Performance (2016-2019 Statistics). [Online] Available at: http://optinmonster.com/email-marketing-vs-social-media-performance-2016-2019-statistics/ [Accessed 25th March 2017].

Naragon, K., 2015. SUBJECT: EMAIL, WE JUST CAN’T GET ENOUGH. [Online] Available at: https://blogs.adobe.com/conversations/2015/08/email.html [Accessed 25th March 2017].

RadicatiGroup, 2015-2019. Email Statistics Report, 2015-2019. [Online] Available at: http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf [Accessed 25th March 2017].

RetailTouchPoints, 2016. INBOX LOVE: Investigating the State of Triggered Emails & Personalization for Retailers and Consumers. [Online] Available at: ttps://tinyurl.com/knu6h5a [Accessed 25th March 2017].

Roesler,  ., 2014. Top 5 Reasons Why Email Marketing Still Works. [Online] Available at: https://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html [Accessed 25th March 2017].

Statista, 2016. Number of monthly active Facebook users worldwide as of 4th quarter 2016 (in millions). [Online] Available at: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ [Accessed 25th March 2017].

Statista, 2016. Number of monthly active Twitter users worldwide from 1st quarter 2010 to 4th quarter 2016 (in millions). [Online] Available at: https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/ [Accessed 25th March 2017].

Zantal-Wiener, A., 2016. 12 Personalized Email Examples You Can’t Help but Click. [Online] Available at: https://blog.hubspot.com/blog/tabid/6307/bid/34146/7-excellent-examples-of-email-personalization-in-action.aspx#sm.000094zccn10f9fo4qfbgjro5gca9 [Accessed 25th March 2017].


Facebook ads – What are the benefits for high-end retailers?

In the past prestigious brands have been reluctant to engage with social media, which may be due to the culture they have adopted, focusing all their attention on quality and exclusivity. Decreasing the image and brand perception of luxury brands would have potentially been a concern of marketers (Ilyashov, 2015). However, social media channels such as Facebook are no longer something they can afford to overlook, wealthier audiences fully interact with online resources, meaning luxury brands would be foolish not to extend their online experience (Valentine, 2016).

Facebook has more than 1.44 billion active users around the globe who spend an average of 20+ minutes each and every day liking, commenting and scrolling through posts and status updates (D’Onfro, 2015). This huge audience is now recognised as a fantastic platform for retailers to target their audience and motivate consumers to talk about their brand (cpcstrategy, 2015). Smith (2016) states that a total of 91% of retail brands have two or more active social media accounts whilst 71% of consumers who plan to buy luxury products use social media as a way to communicate with brands (Vermeren, 2014). Therefore it is more important now than ever for luxury retailers to use social media as a way to stay competitive and communicate with their customers.

The benefits for high-end retailers 

It appears that social media is in fact proving to be very helpful for high-end retailers such as Gucci and Burberry, as it is helping them to appeal to specific segments of customers to drive the appropriate traffic to their website (Ghosh, 2016). Facebook advertising allows retailers to direct their products to specific consumers who are most likely to make a purchase, for example targeting people of high affluence is very much in the interest of luxury brands, especially when a typical Gucci bag is priced at £1,500.

Facebook adverting also helps retailers to:

  • Target the right customers across devises, including desktop, mobile and tablet (facebook, 2017)
  • Get the most value from their investment into advertising by reaching only the people that matter to them (facebook, 2017)
  • Deliver relevant promotional material (facebook, 2017)
  • Continually engage with potential new customers -6 new facebook profiles are created every second (Smith, 2016)

With the advancement of online tracking technology the facebook advertising tool allows retailers to target consumers based on their location, demographics, interests and behaviours, permitting marketers to really specify a target audience (facebook, 2017). Typically, British designer brands appeal strongly to overseas customers and retailers often generate impressive profits from international sales. These important consumers can be targeted with personalised marketing material   using facebook ads by focusing on a specific location, allowing retaliers to continually develop interaction and sales with international customers (Cooper, 2013).

Innovation in Facebook advertising

Last year Facebook launched a new platform called canvas which was developed in order to allow brands to create an immersive experience to appeal to targeted facebook users (Degun, 2016). Burberry was one of the first retailers to test the new platform in order to create a mobile friendly look book called ‘the scarf bar’. By clicking on the promotion it turns the advert into a full screen experience with moving pictures (Ghosh, 2016), offering the customers something above and beyond a standard advertising post. This provides the user with a unique experience; something high-end retailers continually strive to do (Grigorian & Petersen, 2014).

This is what the advert looks like on Facebook:

And when you click on the advert, the page transforms into an exciting display page, shown below:


The main downfall for retailers who invest into Facebook advertising is the fact that consumers mainly use facebook to interact with friends, not to interact with brands (Chaffey & Ellis-Chadwick, 2015). Therefore consumers may simply scroll past the advertisement and not engage with it.


It is important for high-end retailers to stay competitive and this means keeping up to date with social media. However it is also important for them to stay exclusive and offer something extra to their customers, like Burberry achieved with the Facebook canvas tool. It is essential for them to target the right consumers and not use social media as a way to engage with anyone and everyone as this could potentially encourage the wrong type of attention. Premium brands should also embrace the interactive nature of social media and converse with their customers to find out information about them. If campaigns are executed professionally luxury retailers could really benefit from Facebook advertising.

Word Count 719 



Chaffey, D. & Ellis-Chadwick, F., 2015. Marketing communications using social media channels. In Digital Marketing. 6th ed. Upper Saddle River, New Jersey, USA: Pearson. pp.532-33.

Cooper, L., 2013. Marketing Week. [Online] Available at: https://www.marketingweek.com/2013/09/04/a-brave-new-world/ [Accessed 17th January 2017].

cpcstrategy, 2015. Facebook for Retail – How to Create the Best Facebook Ads. [Online] Available at: http://www.cpcstrategy.com/blog/2015/05/best-facebook-ads/.

Degun, G., 2016. [Online] Available at: http://www.campaignlive.co.uk/article/facebook-launches-ad-platform-help-brands-create-immersive-ads/1385221 [Accessed 19th January 2017].

D’Onfro, J., 2015. Here’s how much time people spend on Facebook per day. [Online] Available at: http://uk.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7?r=US&IR=T.

facebook, 2017. How to target Facebook Adverts. [Online] Available at: https://www.facebook.com/business/a/online-sales/ad-targeting-details [Accessed 16th January 2017].

Ghosh, S., 2016. Burberry, Coca-Cola and Gucci among first brands to test Facebook’s new ‘Canvas’ ad unit Read more at http://www.campaignlive.co.uk/article/1385268/burberry-coca-cola-gucci-among-first-brands-test-facebooks-new-canvas-ad-unit#o8iv8UCsxBtc1IBr.99. [Online] Available at: http://www.campaignlive.co.uk/article/1385268/burberry-coca-cola-gucci-among-first-brands-test-facebooks-new-canvas-ad-unit [Accessed 21st January 2017].

Grigorian, V. & Petersen, F., 2014. Designing Luxury Experience. [Online] Available at: http://www.europeanbusinessreview.com/designing-luxury-experience/ [Accessed 20th January 2017].

HUTZLER, K., 2011. Fendi, Tory Burch use Facebook ad platform to drive page traffic. [Online] Available at: https://www.luxurydaily.com/fendi-tory-burch-use-highly-targetable-facebook-ad-platform-to-drive-page-traffic/ [Accessed 22nd January 2017].

Ilyashov, A., 2015. Here’s How Luxury Brands Are Doing Social Media Very Wrong (& The Few Who Break The Mold). [Online] Available at: http://www.refinery29.com/2015/10/95018/luxury-fashion-brands-social-media [Accessed 22nd Febuary 2017].

Smith, K., 2016. Marketing: 96 Amazing Social Media Statistics and Facts. [Online] Available at: https://www.brandwatch.com/blog/96-amazing-social-media-statistics-and-facts-for-2016/ [Accessed 23rd Febuary 2017].

Valentine, S., 2016. Online Marketing For Luxury Brands. [Online] Available at: http://thetypefacegroup.co.uk/online-marketing-for-luxury-brands/.

Vermeren, I., 2014. How Can Luxury Brands use Social Media? [Online] Available at: https://www.brandwatch.com/blog/luxury-and-social-media-are-not-mutually-exclusive/ [Accessed 24th Febuary 2017].






Status Update Emails: How Many Do You Need?

Email Marketing is a way to reach consumers directly through email, it is used to promote products and service but also to support the transaction of an order placed by a customer, (Ward,2016).

Once you have placed an order with Missguided, a UK based online multi-channel retailer with 3 million followers across multiple platforms (Baldwin, 2015), you receive a large number of status update emails regarding your order. To be precise Missguided send, one confirmation email, one email stating your order has been dispatched, a further 3 emails containing information about the delivery of your parcel and lastly, one follow up email asking if you are pleased with the items you have received.

Email one: 




Order Confirmation emails verify that an order has been successfully placed and the payment has been transferred. They serve an important purpose as they provide the customer with reassurance and reinforce the brands reliability, in fact, 64% of consumers consider order confirmation emails the most valuable in their inbox, (Smith, 2015). Today, if a customer doesn’t receive a confirmation email after placing an order it would probably cause some post-purchase anxiety and make them feel uncertain about the company they have purchased from.

The Missguided confirmation email is attractive and bold. The image and the colour red grab the reader’s attention and convey a high fashion, modern perception of the brand to the customer. I would definitely read this email to check the details of my order and the amount of money coming out of my bank account. The email has also been personalised so I know that it is for my eyes only, they do this by saying ‘Hi Rebecca Adlington’ and supply me with a order number. The informal language used throughout the email makes the clothing company seem friendly and approachable and would also appeal to their target market.

The email serves an important purpose, but it also a way for Missguided to entice their customers to sign up to their newsletter. They take up a quarter of the email space with a large picture and links to opt-in to receive further emails and SMS messages. Research shows that only 29% of customers opt in to emails and other messages, compared to 51% who say they would opt out, (Chahal, 2014). It is therefore likely that most customers will ignore this section. For those who are generally interested in finding out more, this section could be helpful, the link takes you to a landing page that includes details on how you can opt-in and keep up with the latest fashion trends. The email also include links to social media to persuade customers to view more items in their range even after they have placed an order.

Delivery Emails: 

Once the order has been confirmed, you receive a further 4 emails regarding the status of your delivery. In my opinion this number could be cut down, the information on the individual emails is helpful, for example they state the time the delivery will arrive and notify you when the delivery has reached its destination. However it’s probably not essential that the customer needs to know that ‘the parcel is with the local courier’ or ‘it has left the warehouse’. Some customers may find this reassuring and like to follow each and every step of their delivery, but for others it could be seen as annoying.

When you make a purchase with Amazon you are only sent three emails that include confirmation, shipping and delivery information. The process with Amazon seems more streamlined and you don’t receive individual emails at each stage in the process.

Email 6: 




This is the final email you collect after receiving your order from Missguided. The objective of this email is to encourage the customer to leave feedback on the items they have received. Again, they use a large image as a centrepiece to grab your attention and in this case, it is a picture of one of the items I ordered, so it is personalised to my shopping basket. There is also a list with a number of links to click through to the other products you ordered so you can also comment on those. I believe the black dress was the centrepiece for this email as it was the most expensive item I ordered. The call to action ‘rate me’ link takes you through to a landing page like this:


The landing page dosen’t stand out to me, it has no real headline and the layout is very bland. The style from the email is not maintained to the landing page in my opinion. The page not only asks questions about the product but it also asks about your style preferences and personal information such as your age and location. If this is to be completed, it allows Missguided to compare and store your data to help them improve in the future. I usually ignore these emails, unless I am not satisfied with the product. If the quality is poor I will leave a review or take to social media to advise fellow customers not to make the same mistake.

How can they improve? 

  • Design one informative email with regards to the delivery and work with Hermes to streamline the process so the customer isn’t bombarded with emails regarding their parcel
  • Ensure that the landing pad is as attractive as the email, customers will loose interested if it looks to lengthy or doesn’t seem interesting to them
  • They could include a competition or social media campaign to make the emails more attractive to the consumer
  • Encourage customers to sign up to a loyalty program instead of just leaving feedback as this offers something for them as-well.
  • Some of the images could be videos, the movement and sound would make the emails more appealing


Baldwin, C., 2015. Missguided reports £5.5m profits as it launches concession in Nordstrom. [Online] Available at: https://www.retail-week.com/sectors/fashion/missguided-reports-55m-profits-as-it-launches-concession-in-nordstrom/5073739.article [Accessed 1 November 2016].

Chahal, M., 2014. Consumers less likely to ‘opt in’ to marketing than to ‘opt out’. [Online] Available at: https://www.marketingweek.com/2014/05/07/consumers-less-likely-to-opt-in-to-marketing-than-to-opt-out/ [Accessed 2 November 2016].

Smith, L., 2015. Best Practices for Optimizing Order Confirmation Emails. [Online] Available at: https://litmus.com/blog/best-practices-for-optimizing-order-confirmation-emails [Accessed 2 Novemer 2016 ].

Ward, S., 2016. Email Marketing. [Online] Available at: https://www.thebalance.com/email-marketing-2948346 [Accessed 3 Novemeber 2016].



IKEA- A Socially Intelligent Business

As the world’s largest furniture retailer, IKEA as an organisation employs almost 160,000 people across 365 stores in 45 countries. Keeping the different department integrated and connected is a task they have struggled with over the years.

Social media is most commonly used to attract the consumer with new products or marketing material, however can it also be used to create a social internal business environment?

The digital development team at IKEA decided to use the concept of social media to try and interact the different departments in the  created organisation by creating a ‘listening hub’. The development team worked alongside ‘The Socializers’ an agency focused on people and technology to help pioneer social change for IKEA.

Brand watch Vizia, was the technological platform chosen to power the listening hub. It is  highly customisable allowing the team to build a social media command center within the Listening Hub to create a very real space for detecting, sharing and distributing insights across the organization. The listening hub was eventually placed in Inter IKEA Systems headquarters and allows senior staff to observe and engage with the centre.

This interaction across the organisation allowed them to establish problems within the organisation, for example, there where differences in the perception of the brand’s customer service across different regions.Using Brandwatch analytics the conversations on the nub could be compared and sensible conclusions made from this.

This type of essential information can be extremely beneficial to large organisations such as IKEA, realising there is a problem is a massive step forward in terms of improving the company and ensuring long-term success.



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