Creative agency VCCP London has launched a new Retail Experience Performance Index, in the hopes of giving brands better and more valuable insights into the ‘modern buying experience.’
A new retail leadership team has been formed to oversee the project, with Rob Sellers named as head of retail, Stephanie Thomas as business director and Stephen Renou as head of retail strategy.
“As we continue to evolve our offering at VCCP, it’s evident that brand and retail expertise should be collided – for us and for our clients,” VCCP London CEO, Andrew Peake said.
“As the challenger agency for challenger brands, it’s right that we could be challenging the disconnection between brand and buying.”
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Created in partnership with insight agency Watermelon, the index has revealed that e-commerce giant Amazon scored the highest on retail experience, with M&S leading the way on speed of purchase and clarity of information.
VCCP London head of retail, Rob Sellers added: “The moment that people buy your brand should sit at the heart of your connected brand strategy. Modern brands succeed when they populate and permeate culture.
“But often the experience people have buying a brand is not the same as the experience promised by the brand in other channels. We believe that connecting these will unlock greater success and effectiveness at the moment of purchase.”
