Dr Martens appoints new global marketing director

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Mathieu Garcia has been appointed as the new global marketing director of footwear retailer Dr Martens.He joins from Ralph Lauren Europe where he spent 12 years and was most recently vice president of marketing. At Dr Martens, he will report global senior vice president of product and marketing Darren Campbell.Garcia will be responsbile for driving and enhancing iconic footwear brand’s business value through a strategic development of a brand strategy.He will also have a key role in driving the go-to-market plans that enable the launch of seasonal collections and communication strategies while monitoring best practices across regions. “[Garcia] has a proven track record of driving consumer connectivity across all channels and platforms and more importantly doing so in a collaborative style whilst building great teams,” Campbell said.

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Fathom helps companies grow and generate profitable revenue with the right people, processes and technology. As a full-service digital marketing and analytics agency, it brings to lead-to-revenue management to mid-cap and large enterprises alike. Our proven track record of success across multiple industries—including manufacturing, technology, education, healthcare, retail and financial services —allows us to back up our promise to deliver “results that matter.” Companies that want simple answers to the digital world’s complex marketing questions choose Fathom for the assurance that the return on their advertising budgets will be highly profitable.

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Last July, a small group representing the giants of the tech industry gathered in the seat of US government, Washington DC. They probably didn’t want to be there. Congress had summoned their employers Apple, Facebook, Google, and Amazon to answer questions about the command they hold over the markets they operate in. On Amazon’s behalf, associate general counsel Nate Sutton spoke in defense of his employer’s role in US retail. Throughout, he argued that Amazon isn’t so powerful as to be able to control prices and stifle competition. Amazon, he pointed out, makes up less than 1% of retail globally. In the US, it accounts for around 4% of retail. In fact, Walmart is much larger than Amazon, he said. In terms of sales, Sutton is right. Walmart reported $510 billion in total sales across its US and international segments in the 2019 fiscal year, versus Amazon’s $233 billion in roughly the same period.

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How SMEs can emulate the success of Amazon through ecommerce personalization

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Whatever your feelings are towards Amazon, there is no denying that they have revolutionised ecommerce and now set the bar for the personalised experience of users when it comes to online shopping. So much so that it was recently reported that they have more than a 30% share of the UK’s ecommerce market. With statistics like this, it may feel like it is impossible to compete, especially as Amazon has huge tech and marketing budgets at its disposal. However, all is not lost. It is possible for SMEs to learn from the forerunner and implement some of their most successful techniques, with regards to their use of ecommerce personalisation and AI, to increase sales cost effectively.

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5 Ways Customer Engagement Can Boost Your Ecommerce Site

Article | February 10, 2020

“Every consumer wants a different experience when shopping, and this ‘experience‘ has become the differentiating factor for many successful business models.” This statement is even more important for ecommerce businesses, which have no face-to-face interaction with clients. With increasing competition, product quality and price are no longer enough to differentiate your brand. To stand out, you need a well-planned customer engagement strategy so they keep coming back for more. Many studies have highlighted the relationship between sales and customer engagement. According to a PwC report, ecommerce businesses can gain measurable benefits, including greater spending, by changing their customer experience strategy to make them feel appreciated. Higher engagement or personalization also impacts impulse purchases.

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Spotlight

Fathom

Fathom helps companies grow and generate profitable revenue with the right people, processes and technology. As a full-service digital marketing and analytics agency, it brings to lead-to-revenue management to mid-cap and large enterprises alike. Our proven track record of success across multiple industries—including manufacturing, technology, education, healthcare, retail and financial services —allows us to back up our promise to deliver “results that matter.” Companies that want simple answers to the digital world’s complex marketing questions choose Fathom for the assurance that the return on their advertising budgets will be highly profitable.

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