We have a special breakfast briefing this coming Thursday where our main speaker will be Andy Thompson, Social and Digital Manager, Iceland Foods.
Thompson has been instrumental in driving an innovative digital marketing approach in 2016, which has resulted in numerous industry awards including: The Drum Content Awards 2016 (Best Retail Content Marketing Strategy/Campaign); Retail Week Rising Stars (Social Media Team, Winner) and The UK Social Media Communications Awards 2016 (Best In-House Team Social Media and Best Community Engagement).
Part of Thompson’s approach this year has been to set up an Iceland advocate programme for employees and customers to increase word-of-mouth marketing to new levels. He says: “Word of mouth is very important because of the impact it has on brand perception.”
Qube Media is holding a breakfast briefing in central London next Thursday 24th November: How Iceland Foods is transforming retail marketing through advocacy.
Famously competitive with very tight margins, the retail market is being disrupted as brands seek to create a deeper relationship with the customer. Find out how Iceland Foods is transforming retail marketing through advocacy to gain the competitive edge.
What can potatoes and canned tomatoes in France teach us about FMCG in the UK?
This Summer, staying in Brittany, I saw Lidl for the first time competing with the traditional outlets of Carrefour, Super-U and E.Leclerc (out of town) and Monoprix (in town). Talking to family and friends in the area it seems the German supermarket chain has moved decisively to steal market share in the ‘basics’ space. Consumers may look for branded products elsewhere, but Lidl’s focus on low prices and discounting is its strategy to move in locally on staples.
It’s often worth looking outside your patch when trying to draw parallels on the way brands are performing on your home turf. And as Christmas approaches the supermarket price war in the UK looks equally set to continue with Morrisons announcing a link up with Amazon.