News: Iceland Turns to Social Brand Advocates

July 12, 2012 | MarketingWeek – UK

Iceland is making its biggest investment into social media as part of a strategy to move beyond price-led marketing and stand apart from rivals competing purely on price. The frozen food retailer claims that because consumers already know it offers value for money, it must turn its attention to using feedback and reviews to tailor offers to customer preferences. read more »

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