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Howell Penny

Core disciplines: Integrated marketing, Promotional marketing, Shopper Marketing

Thought pieces

Chris Westlake, May 8th 2018

The Power of the Nudge

A “nudge” is any small change in how a choice is presented that can influence human behaviour in a measurable and predictable way.
Nudges are quickly growing as a new approach to influencing critical touch-points in the path to purchase.

Chris Westlake, March 19th 2018

Use data to rise-up, not get bogged down

Data is knowledge but if you don’t use that knowledge to power your business and improve sales, then it’s just an intellectual exercise at best and a huge unfulfilled “ball and chain” at worst.

Chris Westlake, March 19th 2018

Let's get physical

Since 2000, 75% of global retail sales growth has come from online channels. Sales through UK digital channels continue to grow at 10-15% a year, while UK in-store sales increase by around 2-3% a year.
Yet, instead of sounding the death knell for bricks-and-mortar stores, brands are still opening physical spaces.

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