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Christian Annesley

Christian Annesley


Recent Articles

Four approaches to strategy and innovation

Four approaches to strategy and innovation

The detail of international expansion always has to be worked on, for every one of the European Economic Area’s leading retailers (plus Switzerland). Offers and approaches that work in one country can be transplanted to another – but will need refining to be effective. Real innovation is also constantly coming through, and effective roll-out is challenging. Here Christian Annesley picks out four more approaches that impressed us this year – some offering pointers to the future and some that are
CASE STUDY IKEA: friction and the customer experience

CASE STUDY IKEA: friction and the customer experience

What do customers want? From IKEA, they want and expect more than just good-value goods and smart design. The retailer has made a virtue of delivering a customer experience with added ‘friction’ over the benefits some see in making retail as frictionless as possible. 

Wiggle and Chain Reaction Cycles: iteration and international growth

Cycle-run-swim retailer Wiggle and its sister biking business, Chain Reaction Cycles, generate more than half of sales from outside the UK. Head of digital marketing Geoff Bull talked in detail at IRX 2018 about the work that takes. Christian Annesley reports on a fascinating presentation

12 strategies to stay ahead

The detail of international expansion always has to be worked on, for every one of the European Economic Area’s leading retailers (plus Switzerland). Offers and approaches that work in one country can be transplanted to another – but will need refining to be effective.

A state of flux

Merchandising is an area of retail craft that’s changing rapidly at the moment. Christian Annesley argues that retailers need not just to refine existing techniques, but to look to the future too

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