Online & marketing

Inevitably – and as it often does – it all started with Tesco. Or, as they’re known in South Korea: Home plus.

As the now-famous YouTube video tells us, Tesco found that they were second in the South Korean market, partly due to the lower number of stores they had in comparison to their main competitor. Their mission was to explore whether they could become number one in the market, without increasing store numbers – namely, via their online store.

http://www.youtube.com/watch?v=nJVoYsBym88

Whistles hosted a drinks reception with their CEO Jane Shepherdson at their Harrods concession earlier this month and continued their foray into the world of social media.

Buying a pair of jeans has always been fairly simple process for me – I’ve been wearing Gap Bootleg’s for years because they look and fit right rather than through any misguided loyalty to Gap.

Not everyone is as straightforward with their style and purchase choice as me – especially women, who enjoy the whole experience of selecting and trying on potential new purchases. Can online ever replicate this experience and provide the right expertise too?