Client: Bloomreach
Sector: DigitalInnovationMarketing
THE BRIEF
Bloomreach wanted to increase brand awareness, further establish itself in the UK retail sector and introduce new prospects with a turnover of £20m-£2bn. Specifically, the company wanted to promote its ability to help retailers drive both engagement from and discovery by consumers.
THE SOLUTION
Retail Week formulated a bespoke content campaign with multiple drops, running from May 2024 to January 2025.
The ambition was to engage ecommerce marketing decision-makers across the campaign, which was realised in two distinct stages.
The first element of the campaign was Consumer 2025 – from Acquisition to Advocacy – and comprised six deep-dive articles covering topics such as hyper-personalisation, the power of content, website UX, AI and marketing automation, and social media strategy. Retail Week worked closely with Bloomreach on each piece of content, in which the business provided its expert viewpoint alongside those of leading retailers. These were then promoted across the Retail Week website, newsletters and social channels.
The second element comprises Retail Week’s annual Golden Quarter campaign, which covers the period from Black Friday through to post-Christmas sales. As the pivotal quarter of the year, this is some of Retail Week’s most popular content, informing retail decision makers both right now, working at the coalface of this year’s peak, and in planning for the following year.
Bloomreach takes on sole sponsorship of the campaign, and will contribute its expert commentary to two of the six articles that Retail Week publishes across the period, each carrying Bloomreach branding.
The content sits within the Retail Week website and on a dedicated Golden Quarter landing page, ensuring maximum eyeballs across the editorial and driving brand awareness, thus meeting a key Bloomreach objective.
Campaign marketing will include:
- Six editorial content pieces published throughout the period on www.retail-week.com
- Bloomreach commentary within two of the six articles
- Bloomreach branding running across all six
- An addition virtual event to run in January, where Retail Week will recruit two leading retailers to sit alongside a Bloomreach expert and discuss Christmas trading and the lessons to be drawn for Christmas 2025
- Promotion via Retail Week’s morning newsletter, and social channels
