Digital brands have ‘succumbed to magpie syndrome’, says Shop Direct

Digital businesses are overly preoccupied with the online user experience at the expense of back end systems that support customer service, according to a senior executive at Shop Direct.
Kenyatte Nelson, group marketing director at the online retailer, said during a panel discussion at Advertising Week Europe today (20 March) that many brands had succumbed to “magpie syndrome” whereby they would “chase the shiny stuff” and neglect to develop practical services that genui