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B&M: We don’t spend money on marketing, we create content
Hailing the company’s “laser focus on low prices”, CEO Alex Russo says the value retailer has no interest in retail media.
B&M does not spend money on marketing, according to CEO Alex Russo, with the retailer’s “aggressive” tactics aimed at taking market share firmly focused on pricing and the customer value proposition.
Speaking during the group’s full year results call this morning (5 June), Russo told Marketing Week “the choice would be simple” if he had to choose between investing in pricing or a marketing campaign.
“I would put it into pricing,” he said. “We are very aggressive on social media, which is free, but we don’t spend money on marketing. We create content.”