Personalisation – dos and don’ts

Thanks to CRM and other technology, any business small or large can gather the data it needs to offer a tailored service to every customer. Here are a few tips. Do Maintain your database. It sounds simple, but your database is your strongest asset for any personalised campaign. It is also crucial to ensure that ...

Branding – dos and don’ts

Umbrella brands like Unliever, P&G, Associated British Foods, Diageo and Mars are increasingly coming out of the limelight and seeking a profile of their own. The rise in digital media and the emergence of a more socially active consumer have driven this change. Here are a few thoughts on managing your umbrella and sub-brands. Do ...

Gift cards and vouchers – dos and don’ts

Gift cards and vouchers have shed their dated image and developed into a thriving £4bn industry, according to the UK Gift Card and Voucher Association. In the UK, nearly 80 per cent of retailers outsource their gift card programmes. Many B2B programmes now operate via cards issued by incentive agents such as P&MM, Grassroots and ...