Consumer engagement is a phrase that is getting a lot of attention at the moment. Obviously there is no better mechanic for engaging consumers than experiential marketing but recently, digital has been throwing its weight behind the idea. 
Last week Starbucks revealed they would be increasing their ad-spend with a new ‘emotional’ campaign, to become “more proactive in telling our story”. 
Last week John Frieda announced a £6m push in to the ‘home salon’ market. This appeared to us to be an interesting contrast to the recent approach taken by Tesco as they look to bring the salon to the supermarket. 