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Buying with control vs abandoning control: How promotions shape shopper behaviour
One of the insights that's delighted me most this year lies in the wonderfully quixotic nature of women buying clothes. As we power towards the end of 2025, I've been reflecting on my favourite insights from this year. Right at the top has to be this one on the psychology of promotions. Promotions do more than just shift stock, they shape behaviour. Our recent research for a well-known high-end retailer has revealed that promotions pose an opportunity to be strategic and savv
Freshness Through Closeness: Why Getting Closer Changes Everything
Effective leaders don’t lead from afar - they stay close. Close to their teams. Close to their customers. Close to the everyday realities that shape meaningful decisions. Michele Ferrero, founder of the Ferrero Group (Nutella, Kinder etc.), understood this instinctively. He famously imagined his ideal customer as “Signora Valeria” - a symbolic figure representing the mothers, grandmothers, and aunts who made daily purchasing choices. To Ferrero, she wasn’t just a consumer -