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Karen Spear

Karen Spear is director of shopper marketing at The Zoo Republic. She can be contacted at

From the author

The age of transformation

Karen Spear on how to drive change within your organisation.

Curating retail experience through testing

Karen Spear looks at testing in a real-time environment and the importance of curating retail content.

Lo-fi testing driving customer engagement

Karen Spear on how lo-fi testing can lead to a better understanding of customer behaviour.

Collaborative customer journey mapping for retail success

The rise of omni-channel has seen a parallel increase in co-created customer journey mapping, writes Karen Spear.

Psychographic profiling and brand contextualisation

While psychographic profiling is not new, the function is evolving, says Karen Spear.

The role of UX & experience design

Well designed UX plays a crucial role in a company’s broader customer engagement strategy, writes Karen Spear.

The science of promotions

Karen Spear on finding the right formula for promotional campaigns.

Getting more out of your social media community

Social media communities can be a place to recruit, reward, engage, and refer, says Karen Spear.

The true meaning of loyalty

Karen Spear asks, what is loyalty and how should it be measured?

Authenticity – keeping it real

Brands telling a genuine and original story are winning the battle for our hearts and minds.

Making new Tim Tams irresistible

Cutting through the clutter to make the newest Tim Tam range stand out.

What’s for dinner tonight?

A couple of recent initiatives from Woolworths are taking steps in the right direction, says Karen Spear.

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