Optimising Christmas Trading Through Integration

The Marketing Transformation Challenge:

Build a sustainable and integrated process to deliver better Christmas Campaigns and increase sales.

The Marketing Transformation Solution:

• Gain alignment across 14 departments and 7 agencies.
• A new ‘go to market’ plan and process to be implemented for Christmas.
• A new campaign scheduling tool.
• Define workstreams and RASCIs for quick wins over the Christmas period.

The Outputs and Benefits:

• Systems put in place to create an integrated marketing structure.
• A brief for supplier funding based on consumer insight and a multi-channel opportunity as part of the “master” campaign brief to identify hero promotions/offers.
• Digital/offline integration.
• Fully integrated customer journey planning process.
• Improved supplier funded activity process.
• Creation of an integrated and shared content calendar and content to-do list.
• Process for budget agility.