To deliver on its purpose of building A Better Tomorrow, BAT is transforming from a traditional tobacco business operating in a long-established industry into a multi-category consumer goods company, driven by technology and science. Reducing the health impact of its business, and using purposeful new forms of marketing to connect with adult tobacco or nicotine consumers. In this session, Elly will illustrate how BAT is utilizing new channel capabilities to drive growth via direct-to-consumer omni-channel strategies in the innovative vaping strategy.
- Showcasing how BAT has re-defined itself and key purposes
- Managing customer expectations of a seamless and increasingly personalised online-and-offline experience
- Exploring the subscription model - new to this category and growing rapidly