How Brompton Bicycle is building a premium online experience
Folding bike brand Brompton Bicycle, now approaching its 50th anniversary, specialises in high-end bikes that last. Whether customers are shopping in a bricks and mortar outlet or online, they’re making a considered purchase of a high-quality product.
However, until a few years ago, Brompton’s online experience wasn’t of the same quality as its bikes. Global DTC channel director Chris Matthews spoke to Econsultancy about the replatform that brought Brompton’s ecommerce offering in line with its brand positioning, the challenges with building a full picture of a protracted customer journey, and how Brompton encourages customers to come back to the brand beyond their purchase. |
'We believe in letting our customers do the talking': Hexagon's Madlen Nicolaus on B2B marketing that's 'anything but dull'
Companies that sell business-to-business (B2B) can often find it challenging to market what they offer in a way that excites and engages.
However, over the past few years, many marketers have pushed back against the stereotype of prosaic B2B branding. We spoke to Madlen Nicolaus, chief marketing officer at global tech firm Hexagon, about how a company specialising in measurement and geospatial tools and software brings customer stories to life in a way that's 'anything but dull'. |
