Introduction

Extending value in a troubled economyMartyn PerksBusiness Consultant, cScape

Caution abounds

“UK recession forecast put at 50-50”• Telegraph 19 December 2007

“UK economy ‘at risk of recession’”• BBC News, 28 January

“Top executives unprepared for the coming recession”• Independent, 10 March

“We are talking ourselves into a recession”• ITV CEO Michael Grade

Spending continues—especially online

HMV: 9.4% Boots 4.8% John Lewis 6% Sainsbury’s 3.7% Although Tesco 3.1% (2.2% down on forecast) Non-store retailing online rose 4.4%

• Office for National Statistics, Xmas period

Consumer habits are changing

Prolong or halt buying decisions Want convenience, utility and value Looking for credibility, detail, transparency

All can be met through digital investment

Although still much work to do

84% shop online, actively hunting out bargains 74% want more communication of deals, offers...

• Prospectiv

1,000 customers polled, only 44% believed information• InQuira

72% shop online from 10 or less retailers 42% from websites with high-street presence

• Royal Mail

Digital is the font-line of doing business

14.3m people (55.6% households) access to broadband• OECD & Gartner

85% of world’s internet population made purchase• Nielsen Global Internet Survey 2008

Online ad spend market share: 14.7 per cent • Internet Advertising Bureau / PricewaterhouseCoopers

Winners: those that are prepared to dig deep• Anticipate market and customer expectations

Getting the balance right of where to invest

Marketing

Innovation

If you can, innovate...!

Now is the time to invest

After all, its what your customers expect