GUEST ANALYSIS How well does Hotel Chocolat’s new website support its omnichannel proposition?

Hotel Chocolat recently launched a new website as part of a key strategic objective to improve their digital capabilities. Positioning itself as the “hedonistic chocolate” company, the British chocolatier and omnichannel retailer has always offered beautiful pages and some original functionality, but was let down by an unforgiving search tool (more…)

GUEST COMMENT Targeting the over 50s: Why retailers need to re-think their approach to shopper groups

For many years, demographic factors were the most sophisticated means retailers had of tailoring and targeting their marketing strategy. But we now live in the age of the individual, and broad brush insights feel outdated, even alienating, to consumers. Relying too much on demographics can quickly lead to diverse groups (more…)