Optimising Christmas Trading Through Integration


The Marketing Transformation Challenge:

Build a sustainable and integrated process to deliver better Christmas Campaigns and increase sales.

The Marketing Transformation Solution:

  • Gain alignment across 14 departments and 7 agencies.
  • A new ‘go to market’ plan and process to be implemented for Christmas.
  • A new campaign scheduling tool.
  • Define workstreams and RASCIs for quick wins over the Christmas period.

The Outputs and Benefits:

  • Systems put in place to create an integrated marketing structure.
  • A brief for supplier funding based on consumer insight and a multi-channel opportunity as part of the “master” campaign brief to identify hero promotions/offers.
  • Digital/offline integration.
  • Fully integrated customer journey planning process.
  • Improved supplier funded activity process.
  • Creation of an integrated and shared content calendar and content to-do list.
  • Process for budget agility.

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