Every week, we ask people across the UK to give us their opinions on what they’re loving, what they’re hating, and everything in between. Can you guess how often people check the weather forecast, and whether anyone leaves the house without their bank card?
Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
How well do the online and offline experiences of your brand sync?
H&M are welcoming fintech startup, Klarna into their shops on the high street as well as those on people’s mobiles and computers. Europe’s second largest clothes retailer paid $20m for a stake in Klarna of less than 1%, but that will allow them to incorporate the emerging payment company into their business model. H&M has struggled due to lack of investment in online, and now they’re looking to Klarna to streamline their returns and delivery process, as well as align their on and offline offerings. Customers will now be able to pay using H&M’s app both in-store and online, which will hopefully unify the shopping experience and increase loyalty.
Brand strategies can no longer simply fall from the skies, or to be more precise, from the brains of CMOs and their agencies. Gone are the days when ad executives conceived of fully-formed campaigns, to present to companies and then roll out in a one-size-fits all format.