Exercise 1

Take a look at the Burberry video below. The CEO describes wanting to build a company which is fully digital end-to-end. Now go on their website and see how well you think they have achieved this.

http://www.youtube.com/watch?v=oRpLo44nUEQ

http://uk.burberry.com/

 

Exercise 2

Watch these 2 very short YouTube films about shopping and impulse buying:

https://www.youtube.com/watch?v=QaxNtYrQRso

https://www.youtube.com/watch?v=DUyyS2rjpJY

How did the clips affect your understanding of impulse shopping behaviour? To what extent is (a) the marketer and (b) the consumer responsible for impulsive purchases?