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IRUK 500 Brand and Engagement Report 2015

THIS IS THE first, much-anticipated chapter in our new series of IRUK 500, 2015 Performance Dimension Reports. In this series, we aim to challenge assumptions and nail down the facts, details and insights that will map how the UK’s leading retailers are performing in a new digital world.

In their Comment, report editors Jonathan Wright and Chloe Rigby explain how we’ve gone about that task in this initial Brand and Engagement report, which focuses on the all-important issues of gaining and holding customers’ attention in a distracting world. Throughout this series, we’ll be holding the measure to an industry, in which the boundaries of what is possible, or desirable, are constantly changing. It’s a big job and one that we don’t pretend to have completed. But with the start we’ve already made, we’ve established that accepted wisdom about what retailers are doing, and how they’re doing it, can often fall short of describing the full reality.

Continue reading the Editor-in-Chief’s introduction

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