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Personalised emarketingCreate customer
centric marketing

Memorable experiences.
Data sharing & trust leads
to stronger life time value


A virtual round table of five marketing experts discussed how to build on strong brand foundations for deeper, long-term customer engagement.  Raconteur's Morag Cuddeford Jones reports on their thoughts and we comment...

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Screen Shot 2021 06 07 at 6.03.13 PMB2B marketing
R.I.P. Go B2U! 

Spray'n'pray' plays gone.
Emotional contact essential


Raconteur's Magda Ibrahim
writes "Rapid changes in B2B customers’ digital consumption habits require marketers to adopt more creative B2C lead-generation methods. Relevant content that fosters emotional engagement will be key to their success". We discuss how to create genuine personalised (B2U) marketing ampaigns with case studies...

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D2C user deliveryD2C conflict or
complementary?

Digital marketing stresses
need for partnership plans 


Covid restored the allure of direct-to-consumer (D2C) brands where eliminating middle men means direct contact with users and greater brand insights. How can business supply resellers manage this potential conflict and share their deeper customer knowledge to complement a genuine partnership?

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Screen Shot 2021 06 06 at 11.50.51 AM

Many unhappy
returns...opening?

Online rejection rates 2X
cause etailers inefficiency


The return of unwanted goods is a thorny issue for etailers. Collection rates have doubled, causing extra commercial & environmental costs. This creates a great opportunity for local dealers to enhance their personalised service by providing a free collection and recycling service. Many happy returns!

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Lucy wfh iphone deskYour MCommerce 
imperative call!

All generations intolerant
of substandard webstores


Business consumers in hybrid working situations are all losing tolerance with substandard mobile webstore experiences writes Raconteur's  Oliver Pickup. Business supplies dealers have been tardy in transition and must wake up to the fact that industry leaders eg Amazon & Wayfair get 70% of their business from mobile device users. Action please!

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Holesale warehouseStock up for the
w/sale devolution!

25yr stockless era disabled
by snail-like biz supply shift


After championing stockless dealer strategies for 30yrs+, I've found it difficult to advise dealers to invest in stock & warehousing, given wholesalers' service. However, over the past 10yrs, they've been slow to adapt to the broadline business supplies market. Now best described as 'Holesalers we feel dealers should take charge of their own destiny...

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Screen Shot 2021 06 02 at 11.36.43 AMA bad rap for
a good wrap?

Leading dealers champion
'circular economy' systems


"Plastic packaging has been unfairly maligned. So say some major brands and resellers that argue the case for its defence" writes Raconteur's Marylou Costa. The problem is not with plastic itself, it's the lack of widespread recycling systems. We discuss and highlight Lyreco's progress 

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Woke Capital peopleWoke Capitalism!
Good or bad? 

Anti-lobby states Wall St/
City should resist its rise?


"Woke capitalism is often driven by a tiny unrepresentative clique of activists that speak for the few, not the many" writes The Telegraph's Matthew Lynn. But, is that the case given that Coca Cola, UPS, JPMorgan Chase, Nike & Delta champion social justice issues to complement their successful consumer and corporate values?

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Apple privacy protection

People's privacy
protection a priority

Fakebook faces backlash as
public backs Apple controls


The biggest social media firms eg Facebook have long insisted that consumers care more about free services than the privacy they surrender. They pointed to their exponential growth and said consumers were voting with their feet. "Turns out, that was nonsense" opines NYTimes Greg Bensinger 

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Screen Shot 2021 05 20 at 2.24.15 PMCan SPLS Connect
WFH user market?

Colorless stores, vanilla pvt
label, look pretty brandless


The new 'designer' Staples retail stores are almost 18mos old now. Complete with co-working spaces and podcast studios to complement office basics. How are they doing?  The PP team described the look as grey and soulless, resembling a failed Bed Bath & Beyond attempt? Yes, it's nice, but not 'easy'  if searching for your favourite, colorful original brands 

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not yesterday's news tomorrow."

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