Next Hails 'Profitable Digital Marketing' as Spend Doubles
The retailer's international marketing spend rose 50% in the third quarter, with the intention to "carefully increase" investment going forward.
Next ramped up international marketing spend by 50% during the third quarter, hailing the success of its "profitable digital marketing".
The growth of its international online sales were "better than expected", because the business was able to "spend more on profitable digital marketing than anticipated".
As a result, third quarter international marketing spend rose 50% – double the previous guidance – driven by the "strength of the returns" Next was able to achieve.
Author's summary: Next doubles marketing spend due to profitable digital marketing.
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