UKI Marketing Manager @ Neat | Chartered Marketer | CIM Fellow and Events Ambassador
A really interesting article it just goes to show how data is so mission critical to marketing nowadays...The way in which data has been used to create relevance, such as flavour profiles, trend loops and curated experiences is key to engaging the incoming generations. #marketing #data #insights #fmcg #npd
Meet the CEO of venerable British brand Fortnum & Mason, Tom Athron. Athron meets with Spear's Editor-in-Chief Edwin Smith to talk about his vision for the business and how he balances the history of the 316-year-old brand while tapping into its unrealised potential. Central to the business's success is customer service, Athron says. He tells Spear's of a customer complaint he received about one of Fortnum’s flagship products, its piccalilli, saying it was too sweet and the chunks of fruit were too small. ‘The buyers took it away and decided, actually, he was right.’ They reformulated the recipe and sent the customer a jar of the new version to try (along with six scotch eggs). ‘He could not believe that we took his feedback that seriously,’ says Athron. ‘But we’re a small enough business that if people email me directly I will always respond.’ Click the link below to read the full article.
