Chris Sheldrick, working as an event organizer, struggled to get bands and equipment to the appropriate entrances of large music venues. He knew something had to change, and so he created What3words.
Business & Brands
Wickes has looked beyond its historic tradesman audience by appealing to women. The retailer has developed a more inclusive look and feel; creating social media posts to improve DIY skills in an accessible way, and signing Girls Aloud singer Kimberley Walsh as a brand ambassador. As a result, Wickes’ female customer base is now 69% larger than it was in 2019.
Several brands, like Barry’s Bootcamp, Tesco and Arsenal F.C. now use the same ‘year in review’ concept, but none resonate as well as Spotify’s. For one, music is heavily influenced by moods, trends and nostalgia, while buying groceries is a functional process based on needs and cost. Tesco’s Clubcard Unwrapped only serves to remind people how much of their income is spent on (often unhealthy) food. Essentially, these brands are mostly not limited by their ideas – they’re limited by their category.
Zappos, the online retailer, tells its call centre employees that they can never use a script, and they can never upsell. This unconventional approach makes the experience distinctly human, and has established Zappos as a leader in customer service.