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Frontline: Up close and personal

Marketing (London), 2016-03, p.23

COPYRIGHT 2016 Haymarket Media Group ;COPYRIGHT 2016 Haymarket Media Group ;Copyright Haymarket Business Publications Ltd. Mar 2016 ;ISSN: 0025-3650 ;CODEN: MARKBC

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  • Title:
    Frontline: Up close and personal
  • Author: Watson, Sarah
  • Subjects: Customer services ; Economic aspects ; Evaluation ; Market segments ; Marketing ; Product introduction ; Social networks
  • Is Part Of: Marketing (London), 2016-03, p.23
  • Description: Today, it is no longer good enough to broadly segment a customer by age or gender; now they want to be romanced and, most importantly, understood, says Net-a-Porter Group VP of social commerce Sarah Watson. This requires brands to be attentive, and to listen. Only by truly understanding each nuance will they be able to pre-empt their customers' desires and offer them relevant and personal product solutions in return. Just under a year ago, they launched a social network The Net Set Building, this was eye-opening and has presented them with a wealth of opportunity; the customer insight, data and behaviour trends alone are fascinating to see. The Net Set has allowed them to quantify the theory of the trans-seasonal customer by serving as the ultimate social-listening tool.
  • Publisher: London: Haymarket Media Group
  • Language: English
  • Identifier: ISSN: 0025-3650
    CODEN: MARKBC
  • Source: ProQuest Central
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