Every year as we approach the holidays, we share our most popular posts of the year. Here’s the list for 2021, touching on themes such as data privacy, TikTok. Most importantly, customer experience in the round, and digital transformation in FMCG and B2B.


1. Snug’s CEO on the CX of buying a sofa: “upholstery companies just didn’t listen to their customers”

Snug CEO Rob Bridgman explains how the sofa-in-a-box company provides a great customer experience, from product through to delivery and customer service.

2. FMCG brands are re-evaluating media strategies as consumers shift to online grocery shopping (paywall)

Media and commerce continue to collide in grocery and FMCG, with Tesco and Boots launching media platforms at the end of the year. With shoppers now turning to ecommerce channels as part of their everyday purchase journey, FMCG manufacturers are suddenly having to re-evaluate how they create and convert demand for their products and re-consider how and where they invest in brand advertising and marketing.

3. Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue. However, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instea. At the Festival of Marketing: The Bottom Line in March, Benjamin Lickfett, Global Head of Digital Innovation at Diageo, spoke to Jon Buss, Managing Director EMEA at Yext. However, about how Diageo has adapted its approach to digital interaction during the pandemic to cater to new consumer behaviours and buying habits.

4. How FMCG brands are adapting products in response to the shift to ecommerce (paywall)

To capitalise on new consumer behaviour many FMCG companies are re-assessing their product portfolios, and expanding into new categories and channels. This article looks at the role of D2C; products for ‘at home’ activities; convenience and rapid delivery; designing products and content for online channels; and packaging innovation.

5. Death of the PDF? Most importantly, but it’s great news for accessibility

Danny Bluestone, CEO of UX-driven digital transformation cryptocurrency email list agency Cyber-Duck, highlights some key considerations for web designers and content producers after the UK government updated its content design guidance for open formats at the back end of 2020.

6. What is ecommerce-as-a-service?

Ocado Solutions, Next’s Total Platform, Zalando Fulfilment Solutions, THG Ingenuity – Nikki Gilliland gives a simple introduction to ecommerce-as-a-service.

7. How Allbirds has been successful in both the west and China

Similarly, Breaking into the Chinese market is a notorious challenge for many overseas brands, despite the appeal. Here’s how D2C footwear brand Allbirds has adapted to China.

8. V-commerce: Will in-car payments be the next big thing for automotive?

Vehicle commerce continues to develop, with both automotive and finance companies making investments in the space in 2021.

9. Octopus Energy’s Head of Digital on creating ‘outrageously good customer experiences’

Max McShane, Head of Digital at Octopus Energy, spoke at Econsultancy Live in April about how the energy supplier strives to create ‘outrageously good customer experiences’ – and the successes it has seen as a result. Most importantly, Though the whole sector has since endured great upheaval on the back of rising gas prices, Octopus has recently secured new long-term investment and continues to innovate.

10. B2B marketing and commerce trends in 2021: what do the experts predict?

Most importantly, Digital transformation in B2B has been a big theme in 2021.  So it’s perhaps useful to revisit our 2021 predictions piece. Therefore, and discussions about content fatigue and more.

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