Folding bike brand Brompton Bicycle, now approaching its 50th anniversary, specialises in high-end bikes that last. Whether customers are shopping in a bricks and mortar outlet or online, they’re making a considered purchase of a high-quality product.
However, until a few years ago, Brompton’s online experience wasn’t of the same quality as its bikes. Global DTC channel director Chris Matthews spoke to Econsultancy about the replatform that brought Brompton’s ecommerce offering in line with its brand positioning, the challenges with building a full picture of a protracted customer journey, and how Brompton encourages customers to come back to the brand beyond their purchase.
Companies that sell business-to-business (B2B) can often find it challenging to market what they offer in a way that excites and engages.
However, over the past few years, many marketers have pushed back against the stereotype of prosaic B2B branding. We spoke to Madlen Nicolaus, chief marketing officer at global tech firm Hexagon, about how a company specialising in measurement and geospatial tools and software brings customer stories to life in a way that's 'anything but dull'.
As customers interact with brands through different touchpoints, the need to create seamless omnichannel experiences has never been greater. This guide explores the contributors and barriers to great omnichannel experience alongside the key role played by brand.
Join us at our next Capability Leaders Forum on Thursday 12th June at WeWork Waterloo, London.
Marketing and ecommerce teams are feeling the pressure. Marketing Week’s Career and Salary Survey 2025 has revealed that over half of marketers feel both overwhelmed and undervalued, creating risks for talent retention and team performance.
Our next forum will explore the essential role capability programmes can play in building resilience, reducing employee churn and improving both confidence and job satisfaction. Find out more and request your place.
