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‘A big transition’: How Boohoo Group’s marketing strategy is evolving
As Boohoo Group integrates new brands into the fold and expands into the US, it has become more customer centric and less focused on last-click ROI, with its top marketer admitting it hadn’t been “spending our money effectively”.
By Molly Innes
The last couple of years have marked a “big transition” for Boohoo Group. As Richard Lallo, the company’s customer marketing director tells Marketing Week: “We’ve had to become much more customer centric”.
As customers contend with the current cost of living crisis, they’re thinking differently about what to buy and where they spend, which means “you have to be really sure what the customer wants,” he adds.
