Magazine article Marketing

Customer Marketing Takes Lead

Magazine article Marketing

Customer Marketing Takes Lead

Article excerpt

Top UK retail brands are boosting their investment in customer marketing, a sector that oversees in-store and field marketing.

The move is a reflection of the increasing demand for brands to prove return on investment.

This year Sainsbury's is putting its biggest-ever spend behind field marketing, including sampling and in-store demonstrations. It is also bolstering its customer marketing team, which is led by customer director Gwyn Burr.

GlaxoSmithKline (GSK), owner of Ribena and Panadol, is putting customer marketing at the core of its 2008 communications strategy.

The company, which is gearing up for the pan-European launch of over-the-counter weight-loss drug Alli, is also restructuring its marketing department to give the customer marketing team a more prominent role.

Meanwhile, Vodafone is seeking a candidate to fill a customer marketing role that it has created. It is also aiming to boost its in-store marketing credentials with the appointment of a successor to Dominic Chambers, who left his job as UK head of brand and marketing following a restructure in February. …

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