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PushON Commerce Group has launched Connect, a new performance marketing agency, as it expands its services beyond eCommerce platform development and consultancy.
The Manchester-based group said Connect will focus on performance marketing across multiple channels. It positioned the new agency as a response to growing complexity in eCommerce marketing operations, where retailers often split work across several platforms and suppliers.
PushON Commerce Group said eCommerce teams now manage paid advertising, search activity, marketplaces, customer data and retention programmes in parallel. It said this structure makes it harder to identify which activity drives sales and how marketing spend links to commercial performance.
Cross-channel focus
Connect will combine planning, delivery and measurement across the customer journey, according to the company. It said the agency will not treat individual channels in isolation. It also said it will present performance reporting across channels for clearer insight into results and marketing budget allocation.
The company described Connect as a dedicated performance marketing agency with its own leadership and identity. It becomes the third brand within PushON Commerce Group, alongside PushON and Pixel Kicks.
PushON and Pixel Kicks operate in eCommerce development and consultancy, according to the company. Connect will concentrate on marketing activity. The company said this structure creates a more joined-up model that centres on commercial outcomes rather than channel-specific metrics.
Leadership team
Connect will have joint leadership. Alex Duthie joins as Head of Strategy. Alex Hogan, described as a long-standing member of the PushON team, becomes Associate Director of Marketing at Connect.
The company said Duthie and Hogan will oversee Connect’s strategy and delivery across paid media, SEO, marketplaces, analytics and CRM. The group said the agency will work with online retailers that want a clearer view of which channels contribute to revenue.
Connect also reflects a broader pattern in eCommerce services. Agencies and consultancies have increasingly presented integrated marketing and measurement models, as retailers face rising costs across acquisition channels and tighter scrutiny of marketing spend.
“Retailers are having to juggle more channels than ever before, but most are still being managed in silos. Our purpose is to connect cross-channel strategy, activation and reporting so that every pound invested delivers commercial impact,” said Alex Duthie, Head of Strategy, Connect.
“There is a lot of noise in performance marketing, but not always enough clarity. Our focus with Connect is on helping eCommerce brands grow, and on showing clearly how each channel contributes to revenue. The businesses that understand this will scale faster and more sustainably,” said Hogan.
Group expansion
PushON Commerce Group said the launch broadens its offer for retailers that already use it for eCommerce platform work. The company said it will now also provide performance marketing services under the Connect brand.
Sam Rutley, Managing Director of PushON Commerce Group, said the new agency sits alongside the group’s existing work in eCommerce delivery. He said the group has focused on building and optimising eCommerce platforms and will now extend into performance marketing activity through the new brand.
“Launching Connect is an exciting development for the PushON Commerce Group. We’ve always helped retailers build and optimise their eCommerce platforms, and now we’re going further, giving them the tools to accelerate growth once those foundations are in place. Connect delivers a dedicated performance marketing capability that amplifies results and perfectly complements our existing services,” said Rutley.
PushON Commerce Group said Connect will operate from Manchester and work with eCommerce brands across the UK. The company said Connect will provide joined-up strategy, delivery and measurement across marketing activity as retailers review how marketing investment links to revenue.