### Lawson's Expansion in Inland China

Japanese convenience store group **Lawson** is making waves in **inland China** by leveraging **brand collaborations** and innovative marketing strategies. The focus on small-format stores has proven effective in attracting customers.

### Engaging Fans with Anime

Customers are particularly drawn to **anime-themed goods**, with many expressing interest in products related to the beloved series **One Piece**. One young customer in **Chengdu** eagerly mentioned, "I'm looking to buy **One Piece** and **giant panda collab products**," highlighting the trend of merging popular culture with retail offerings.

![Customers eager for anime-themed products](https://www.ft.com/__origami/service/image/v2/images/raw/https%3A%2F%2Fcms-image-bucket-production-ap-northeast-1-a7d2.s3.ap-northeast-1.amazonaws.com%2Fimages%2F7%2F6%2F9%2F3%2F48913967-3-eng-GB%2FCropped-1737664094photo_SXM2025012100012704.jpg?width=780&fit=cover&gravity=faces&dpr=2&quality=medium&source=nar-cms&format=auto)

*Customers are eager for items produced in collaboration with popular anime One Piece at a Lawson in China's Sichuan province. (Photo by Shunsuke Tabeta)*

CHENGDU, China -- Japanese convenience store group Lawson is expanding operations in inland China, driven by the successful marketing strategies of br

How Lawson's Anime Collaborations are Transforming Convenience Stores in China

New data reveals a troubling trend for marketers: **converting online visitors** is becoming increasingly difficult and expensive. A recent study analyzing **90 billion sessions** indicates a significant decline in **organic traffic**, compelling brands to shift their focus towards **paid channels** to bridge the gap.

## Key Trends Shaping Today’s Digital Experience

### 1. Increasing Traffic Costs
Global website traffic has decreased by **3.3%** year-over-year (YoY), leading brands to rely more heavily on **paid ads**. Currently, paid sources contribute to **39%** of all traffic, marking a **5.6%** increase, whereas organic and direct traffic has fallen by **5.7%**. As **digital ad spending** rises by **13.2%**, the average cost per visit has surged by **9%** compared to last year, and by **19%** over the past two years.

### 2. New Visitors Leave Quickly
User engagement metrics are on the decline, with global content consumption dropping by **6.5%**. New visitors are viewing **1.8%** fewer pages YoY, while returning visitors saw a slight increase of **0.5%**. Alarmingly, many sessions initiated on **product detail pages** end immediately, highlighting the risks of overly transactional landing pages.

### 3. Frustration Hurts Retention
User frustrations, such as **rage clicks** and slow load times, affect one in three visits and reduce session depth by **6%**. Websites that effectively address these issues enjoy **18%** higher retention rates compared to competitors.

### 4. Conversion Rates Decline
Global conversion rates have plummeted by **6.1%**, exacerbated by the lower yield from paid traffic (**1.83%** compared to **2.66%** for unpaid traffic). High-performing brands are countering this trend by enhancing engagement; sites that improved session depth saw a **5.4%** increase in conversions, while others experienced a **13.1%** decline.

### 5. Retention Starts On-Site
Despite a **7%** YoY drop in **30-day retention**, returning visits grew by **1.9%**, largely driven by paid ads (**+5.6% YoY**). Websites with strong retention metrics had **17%** fewer rage clicks and **18%** more page views per visit, indicating that seamless experiences foster customer loyalty.

## What This Means For Marketers
Here are actionable insights for digital teams:
- **Diversify Traffic Strategies:** Explore new channels, such as retail media networks, to lessen reliance on unstable paid ads.
- **Improve New Visitor Journeys:** Utilize heatmaps and personalized content to reduce early exits.
- **Address Frustration Proactively:** Implement real-time monitoring to resolve rage clicks and slow load times.
- **Leverage Analytics:** Use behavioral data to identify high-intent visitors and enhance their pathways.

## Methodology
The report by Contentsquare analyzed **90 billion sessions**, **389 billion page views**, and **6,000 global websites** from Q4 2023 to Q4 2024, covering various sectors including retail, travel, and financial services.

*Featured Image: robuart/Shutterstock*

A report finds organic traffic is declining, costs are rising, and user frustrations are growing, forcing marketers to prioritize retention.

Digital Advertising Costs Soar 19%: Why User Frustration is the Real Culprit

### Overview of the Departure

In a surprising turn of events, **Seven's marketing director** has decided to leave the company, marking the end of an era. This decision is not just about a career move; it signifies a **strategic shift** in the marketing landscape at Seven.

### Implications for Seven

The departure raises questions about the **future direction** of Seven's marketing strategies. With a new leader potentially stepping in, there could be **significant changes** in how the brand approaches its audience and competitors.

### Industry Reactions

The news has sparked discussions within the industry, with many wondering how this change will affect **Seven's market position**. Will they adapt to the evolving digital marketing trends, or will they stick to their traditional methods?

### Conclusion

As we await further developments, this exit illustrates the ever-changing nature of the marketing world and the importance of **dynamic leadership** in driving brand success.

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Seven's Marketing Director Exits with a Memorable Impact

## Major Shakeup in Boody's Marketing Team

In a significant change for **Boody**, the company's **Chief Marketing Officer (CMO)** has announced their departure after a successful tenure of **three years**. This move comes as the brand looks to **evolve its marketing strategies** to better engage with customers and adapt to the changing market landscape.

### Impact on Boody's Marketing Strategy

The departure of the CMO raises questions about the future direction of Boody's marketing efforts. With a focus on sustainability and ethical practices, the new leadership will need to maintain the momentum built over the years while also exploring innovative approaches to reach their audience.

### What Lies Ahead for Boody?

As Boody transitions to a new marketing leader, stakeholders and consumers alike will be watching closely to see how the brand adapts and what new strategies will be implemented. This change could potentially open doors for fresh ideas and renewed focus on **customer engagement** and **brand loyalty**.

Major Shakeup: Boody's CMO Steps Down After Three Years

### Understanding Birmingham's Brand
When discussing **Birmingham's brand**, it's essential to recognize that a brand is more than just a logo or tagline; it encompasses all the **memories and associations** people have with the city. 

Every visit to **Regions Field**, every game at **Protective Stadium**, every mention of breakthroughs from **Southern Research**, or every meal at our award-winning restaurants contributes to this brand. The reality is, **Birmingham already has a brand**; the challenge lies in articulating it consistently.

### The Magic City
The nickname **Magic City** reflects both aspiration and tangible growth, yet many may not realize it's not unique to Birmingham. Other cities like **Miami** and **Roanoke, Virginia** also claim this title. It's time for Birmingham to define its own **meaning of magic**.

### Momentum Towards Success
Birmingham is poised to become the South's next major success story. The energy is palpable. With **James Beard winners**, tech startups, and transformative developments reshaping downtown, the city's charm is increasingly recognized, attracting new residents who seek a blend of opportunity and strong values.

### The 5 C’s of Birmingham's Brand
To craft a brand that reflects our progress, we must focus on five key dimensions, known as the **5 C’s**:

1. **Culture**: Birmingham has a rich history of **belief against the odds**. From its origins at a railroad crossing to its evolution into a medical innovator, the spirit of belief has driven significant change.
   
2. **Competition**: While cities like **Charlotte** and **Austin** pose competition, Birmingham's unique blend of opportunity and livability, rooted in community values, sets it apart. The cost of living allows young professionals to transition from renting to owning homes.
   
3. **Company**: The people and businesses in Birmingham are unique, with **multi-generational family businesses** demonstrating long-term value creation. New businesses like **Shipt** showcase the city’s commitment to innovation.
   
4. **Consumer**: Today's professionals seek **authenticity, community, and value**, all of which Birmingham offers. The city provides top-notch healthcare, a supportive business climate, and an ideal environment for families.
   
5. **Connections**: Progress is evident in the city’s tourism appeal and revitalization efforts. Projects like the new **Coca-Cola Amphitheatre** illustrate Birmingham’s ambition while staying true to its roots.

### A Vision for the Future
Birmingham's brand should reflect its essence: a place where people believe in each other and their community. It's about **entrepreneurs launching big ideas** and families building better lives. 

Despite challenges, including infrastructure needs and historical healing, Birmingham's story of belief remains powerful. The **Magic City** nickname represents the possibilities that arise from belief, and now is the time to bring this vision to life, rallying behind a common belief in Birmingham's potential as a thriving community for families and businesses alike.

Every visit to Regions Field, every game at Protective Stadium, every time they read about a breakthrough from Southern Research or have a delicious meal at one of our restaurants – it all adds up and contributes to our city’s brand.

Birmingham's Journey: How Belief is Crafting the Next Southern Success Story

### Pizza Gets Political
It really is a **dog-eat-dog world** out there, especially in the restaurant business where **everyone takes pizza seriously**. Discover how one pizza chain manager protected his turf with a clever marketing tactic.

### Shutting Them Down
In my 20’s, I managed for a popular pizza delivery chain and was very good at it, setting company records for profitability. However, when a **well-known pizza chain** opened a location just a few spots away in my strip mall, I knew I had to take action.

### The Clever Strategy
Feeling the pressure, I started **blanketing the parking lot daily with coupons**. I even hired a teenager to hang out in the parking lot during dinner hours, distributing coupons for a **free pizza** to every car with occupants entering the competing restaurant.  

### The Outcome
This marketing tactic proved effective: the competitor lasted only **9 months** before shutting down. As I always say, **don’t mess with my livelihood**!  

### Community Reactions
The community had mixed feelings, with some speculating whether the new chain was being propped up by another business.  

### Final Thoughts
Sometimes, creativity in marketing can stir up **word of mouth** and bring in leads. Pizza vengeance? Mmm. Now, who else is craving pizza?

How a Pizza Manager Outsmarted a Competitor with a Brilliant Marketing Strategy

## UK Gambling Firms Under Scrutiny

Gambling companies in **Britain** are facing potential overhauls in their advertising strategies after a high-profile ruling against **Sky Betting & Gaming**. A judge condemned the firm for unlawfully targeting a **problem gambler** who received over **1,300 marketing emails**.

### Unlawful Targeting and Data Misuse

In a landmark ruling, the court found that Sky Betting & Gaming sent personalized marketing without proper consent, having collected **hundreds of thousands of data points** about the man’s gambling habits. Despite being a high-risk individual, he was categorized as a “high-value” customer, prompting the company to aggressively market to him even as he struggled with his gambling addiction.

### Impaired Consent

Mrs. Justice Collins Rice emphasized that the gambler's ability to consent was compromised due to his addiction, stating he was not making decisions autonomously. This ruling could have far-reaching implications for the gambling industry, as campaigners demand investigations into the **profiling and targeting of problem gamblers**.

### The Scale of Gambling Issues in the UK

According to the **Office for Health Improvement and Disparities (OHID)**, there are nearly **1.6 million adults** in England who might benefit from support for harmful gambling, with a reported **annual excess of suicide deaths** related to gambling disorders ranging from **117 to 496** in 2023.

![Hand holding phone](https://i.guim.co.uk/img/media/297537bb04fbfa0a161ddc997f88f9601c3fd1d3/0_827_8164_4898/master/8164.jpg?width=445&dpr=1&crop=none)
*In 2023 up to 496 suicides were associated with problem gambling. Photograph: Qi Yang/Getty Images*

### Industry Response

Will Prochaska, from the **Coalition to End Gambling Ads**, noted the alarming level of tracking by gambling firms, while Charles Ritchie of **Gambling with Lives** urged regulators to prioritize meaningful interventions over data-driven marketing. The case was initiated by a man who lost **£46,000** and uncovered extensive data collection practices used against him.

### Future Implications

The ruling raises crucial questions about the legality of marketing practices targeting vulnerable gamblers. The **Gambling Commission** expects operators to reassess their data practices, emphasizing compliance with data protection laws aimed at preventing gambling harm. The **Information Commissioner’s Office** continues to monitor the situation, warning that uncontrolled tracking can lead to significant harm.

Judge condemns firm for use of customer’s data after problem gambler was sent 1,300 emails over two years

UK Gambling Giants Face Backlash Over Aggressive Marketing Tactics Targeting Vulnerable Gamblers

## Overview
The popular **Gladiators** star, **Matty Campbell**, known as **Bionic**, is facing backlash for promoting a brand accused of **deceptively marketing** body-building supplements to children. The American company **Ghost** has been reported to regulators by the **UConn Rudd Center for Food Policy & Health** and the watchdog **TINA.org**.

## The Allegations
Ghost sells **sports nutrition** products, including protein powders and energy drinks, that experts claim could be harmful to children. Campaigners argue these products are packaged like sweets and are marketed by influencers who appeal to younger audiences.

![Bionic is a kids favourite on the hit BBC show](https://i2-prod.mirror.co.uk/incoming/article34585131.ece/ALTERNATES/n615/0_434093Gladiators.jpg)

The watchdog **Truth In Advertising** accused Ghost of violating **FTC** and **FDA** laws by marketing its products in ways that attract children. They allege the brand uses deceptive marketing tactics through popular influencers, making it unclear that these products are intended only for healthy adults.

## Industry Response
Legal Director **Laura Smith** from TINA.org stated that Ghost has recently removed some unsubstantiated health claims from its website, including assertions regarding anxiety reduction and cognitive enhancement. Despite the legality of using candy flavors for adult products, the branding has been criticized for targeting minors.

![Experts say the products may cause harm to children](https://i2-prod.mirror.co.uk/incoming/article34585260.ece/ALTERNATES/n310p/1_matty___campbell_1730401839_3491186127664596149_185496409.jpg)

Smith emphasized the potential health risks these products pose to children, noting that pediatricians and sports dietitians do not recommend such supplements for kids. The controversy comes as the **Gladiators** show continues to gain popularity, drawing over six million viewers per episode.

## Conclusion
As the situation unfolds, both Matty Campbell and Ghost have been contacted for comments regarding the allegations of unsafe marketing practices targeting children.

US firm Ghost has been reported to regulators by the UConn Rudd Center for Food Policy & Health and ad watchdog TINA.org

How Lawson's Anime Collaborations are Transforming Convenience Stores in China

Summary:

Lawson is expanding operations in inland China.

Success driven by brand collaborations and small-format stores.

Anime-themed goods attract a diverse customer base.

Popular series like One Piece significantly influence purchasing decisions.

Lawson's Expansion in Inland China

Engaging Fans with Anime

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Digital Advertising Costs Soar 19%: Why User Frustration is the Real Culprit

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How a Pizza Manager Outsmarted a Competitor with a Brilliant Marketing Strategy

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Other Latest News

Digital Advertising Costs Soar 19%: Why User Frustration is the Real Culprit

Seven's Marketing Director Exits with a Memorable Impact

Major Shakeup: Boody's CMO Steps Down After Three Years

Birmingham's Journey: How Belief is Crafting the Next Southern Success Story

How a Pizza Manager Outsmarted a Competitor with a Brilliant Marketing Strategy

UK Gambling Giants Face Backlash Over Aggressive Marketing Tactics Targeting Vulnerable Gamblers

Controversy Erupts as Gladiators Star Bionic Promotes Deceptive Marketing to Kids