Building customer centricity through data, culture, and transparency at Brand Alley

Emily Barley

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Customer centricity may be a marketing buzzword, but online retailer Brand Alley lives and breathes this principle, according to chairman Bruce MacInnes.

As a leading flash sales retailer in the UK, its business model is to partner with hundreds of premium and designer luxury brands, he explained to an audience at the Internet Retailing Expo (Birmingham, March 2018). This included Mulberry, Hugo Boss, Reiss, Coach, Karen Millen, LK Bennett, Hobbs and many more – “a good cross section of the UK premium high street” – and together they run “typically four to eight days of sales for their products, across...

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