M&S sees alumni network as latest sign of digital transformation

Posted by & filed under Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Metrics/Analytics, Relationship Marketing.

Description: Describing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.

Source: MarketingWeek.com

Date: Mar 05, 2021

Link: https://www.marketingweek.com/marks-and-spencer-alumni-digital-transformation/

Questions for discussion:

  • Describe the concept.
  • How can this be used as a marketing research tool?
  • What are the pros and cons for using this concept for marketing research?