In this episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to Tom Goode, customer and ecommerce director, and Phil Twigg, head of customer acquisition, at MandM Direct, “one of the biggest brands many have never heard of”. Russell learns about how MandM made the transition from being marketing-oriented to being focused on the customer, and how it is using first-party data to improve customer communications, personalise the online experience, and keep customers coming back and spending with the brand – as well as how it intends to maintain its competitive advantage in the discount fashion space.