Beyond sales: A case for brand intangibles for long-term wins

We like to invest in tangibles for our retail businesses. Warehouses. Websites. Shopfronts. SaaS products. And we love the data around KPIs: CPC. Average transaction sizes. Sales per square metre.  It’s comforting and logical because tangibles seem to offer the presence and process that drive sales.  But what if most of our sales are made before customers even enter those spaces? What if tangibles don’t drive sales but purely facilitate them? What if customers are seeking out locat

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$5 +GST for the first 30 days. (Auto renews at $28+GST per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$312 +GST per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now