Maplin looks to build its brand | WARC | The Feed
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Maplin looks to build its brand
The resurrection of electronics retailer Maplin as an online-only business demonstrates there can be a different future for well-known brick-and-mortar brands, but an early focus on performance marketing will only take it so far.
Why it matters
Shuttering brick-and-mortar stores doesn’t necessarily mean the end of a brand, as Maplin has shown. How it overcomes new hurdles, such as how best to maintain its brand awareness and deliver the customer experience (CX) for which it was known in physical stores, may provide useful pointers for others in the same situation.
Takeaways
- An initial focus on performance marketing in digital channels...
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