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John Lewis Claims Online Popularity Is Central To Retail Marketing Success

John Lewis’ managing director Andy Street has claimed success on social media is now crucial to ensuring people are talking about its brand, particularly at important times of the year such as Christmas. Street said the retailer has a winning formula for its Christmas marketing with its combination of a big creative idea supported by social media activity. Some have questioned whether online popularity is important for a marketing campaign. But Street thinks it is.

Read the whole story at Marketing Week »

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