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How do the best brands get it right? 2020 RXBX Brand Index deep-dive discussion with FatFace and Tealium

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2020 will be remembered as a phase change, during which the biggest and best brands made a resolute leap from “wholesale + branding + some flagships” to wholly, capably and committedly multichannel.

 

In the 2020 RXBX Brand Index we measure, analyse and rank the 500 best-performing brands selling direct to consumers in Europe. The index has doubled to 500 (from 2019’s ranking of 250) to reflect the growth and dynamism in this channel.

 

Watch our webinar and live Q&A in which Ian Jindal, Head of Research Martin Shaw, Lindsay McEwan, MD of Tealium EMEA and Mark Wright, Global Operations Director at FatFace, will look at the impact of the changes we’ve seen, the key areas for continued growth and discuss some of the case studies from the report including:

 

  • How Decathlon is expanding its use of scan and pay for customers using smartphones
  • How Patagonia is using its website to push their environmental credentials to H&M exploring Sustainability issues on it’s website
  • How Adidas is using flexible delivery and collection
  • Mango’s mobile-first Merchandising
  • Lego’s interactive customer experience
  • Boohoo’s Mobile-first approach to selling to serve customers who have their smartphones to hand

 

Topics that were discussed include:

  • Customer-centric selling. Not just brand marketing and social. Not just flagships. Not just great retail channel partners… but putting the customer and the commercial relationship at the centre of business planning
  • The authentic brand voice. This has always been important, but during lockdown we’ve seen a global debate on race, inclusion, the environment and sustainability - how are the best brands “being authentic”, and how does that underpin (or predict) their success?
  • Operational excellence. Retailers, marketplaces and logistics companies have trained customers to have high expectations in terms of service, delivery, returns. As brands ramp up direct sales we consider how the master delivery, cross-border and customer service
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