As it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally and is considering upping spend.
Next has identified the benefit of increasing spend in international marketing. It believes it can “profitably increase international digital marketing by at least 25%, investing in new media and pushing into new territories,” according to its full year financial results for the year ending January 2025.
This comes as the retailer reported a 5.8% rise in Next sales and an 8.2% rise in Group sales, as the Group saw its profits before tax rise by 10.1% to exceed £1bn.
Speaking to Marketing Week today at an event for its full-year results, CEO Simon Wolfson said the company doesn’t have a “fixed pot that we allocate to marketeers to go away and spray whatever they want in order to boost sales”.
