Retail marketing

What will the high street look like, post-recesssion?

How Sainsbury's promoted value in the retail downturn

The 'Feed your family for a fiver' campaign has redressed a high price perception and grown sales in the recession.
Craig Mawdsley and Tom Roach, AMV.BBDO

Social media and affiliates are boosting online sales

New retail trends are emerging in the recession, typified by the success of Asos.com.
Dr Jonathan Reynolds, Oxford Said Business School

Find the golden consumer to beat the downturn and grow in future

Five strategies for retail survival, such as targeting a brand's highest spenders.
Dak Liyanearachchi, Catalina Marketing

Time to integrate retail experience in
the real and online worlds

The successful shopping brands of the future will be those that achieve the most seamless integration of the entire retail experience.
Ian Thomas, Integer

Celebrate what makes you special

Specialist retailers have unique strengths that consumers respond well to. Introducing seven ways to combat supermarket power.
Mark Taylor, Libertine

TV engagement

Emotional engagement: how TV builds brands at low attention

TV advertising builds strong brands because it is a high engagement, low attention medium.
Robert Heath, Bath University School of Management

Media planning

Maximising media synergy for cost-effective brand building

Television is still king, but finding the right mix of other media to complement it is critical to a campaign's ROI.
Sue Elms and James Galpin, Millward Brown

Consumer behaviour

Simulation gives insight into long-term advertising effects

To understand the outcomes of consumer behaviour, we need to look at how individuals act in relation to a brand in the long-term.
Robert Stratton, Ohal

Consumer values

Shifting consumer values and brand perceptions in recession

Studies show that consumers worldwide now expect brands to be honest, open and conscientious.
Vanella Jackson and Farrah Bostic, Hall & Partners

Brand measurement

At last - brand measurement equals brand performance

If your brand tracker does not strongly correlate with changes in market share, it is not measuring brand.
Ken Roberts and Elaine Wong, Forethought Research

Nostalgia marketing

Brand values must be right to fit the nostalgia megatrend

Many major brands are tapping into consumers' desire for nostalgia in uncertain times, but vintage style needs to fit properly.
Marie Ridgley, Added Value

Marketing in recession

Give consumers comfort and hope in these uncertain times

Brands are addressing recession-induced misery by trying to lift consumers' spirits with values such as optimism and trust.
Joseph Sassoon, Alphabet

From the editor

E-commerce and the economic recession are changing the face of high street retail.
Colin Grimshaw

Frontlines

Advertising, brands and consumer data.

Media ink

The end of buying media, the rise of buying audiences.
Joe Mandese

The Feldwick factor

Avoiding a stand-off with clients.
Paul Feldwick

Tom Morton on planning

Why brand values have little value.

Rita Clifton on branding

Retail brands are more than stores and product range.

Best practice: Online creative

Make sure the online ad formats you choose are consistent with your brand.
Christina Goodman, Dynamic Logic