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  • My strong belief is that marketingís role in the business is to develop a customer-focused

  • strategy that the rest of the business willingly falls behind, based on great insights and

  • great responses from customers. What I have been talking about today - which is the brand

  • position of Boots ëchampioning everyoneís right to feel goodí - is based on customer

  • insights and is still the brand strategy five years after its inception, because the organisation

  • believes it helps them to lead their parts of the organisation more effectively for customers.

  • I think the role of customer insight, in truth, is right at the heart of an organisation.

  • In the Boots organisation customer insights helps us to make better decisions in every

  • aspect of the business - everything from where we should locate our stores, how we should

  • range our stores, what products we should put in to our stores, how the communication

  • should show up for customers. I donít think there is any part of the organisation that

  • doesnít require customer insight to make sure they make the best decisions for customers.

  • I think the important thing about getting any brand strategy and customer strategy or

  • customer agenda to life is actually Ö we in marketing should put the framework in and

  • then allow and work with other parts of the organisation or the functions to fill in that

  • framework. So actually the customer agenda is driven as much by what other functions

  • - whether they be stores, whether they be trading teams or commercial colleagues - put

  • into that framework to bring it to life. So I think marketing creates the framework and

  • the other functions populate the framework.

  • I personally am motivated by doing great work and great work on behalf of customers in the

  • British public particularly. I want whatever we do to show up in a truthful honest way

  • that when punctured actually the integrity of the customer proposition plays through.

  • So I would think integrity of the customer offer, integrity by the way we bring that

  • to market is massively important to me. Integrity is important to me in my life and therefore

  • it follows me into my workplace.

My strong belief is that marketingís role in the business is to develop a customer-focused

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