Next ups online marketing spend as return on investment exceeds expectations

Having credited the role of marketing in driving a 40% increase in its online customer base, Next plans to increase its investment into online marketing by a further £15m next year.

This year the retailer expects to spend “at least” £100m on online marketing, including the cost of staffing the department, having progressively increased investment over the last few years in marketing professionals, data scientists and marketing software. The result of these investments has been a “sustained increase” in the measurable returns delivered by digital spend, the business said in its half year financial report today (29 September).

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