What an interesting concept from Lidl. Social media is often seen as a 'complaints tool' for customers to vent their frustrations. This is a great initiative from Lidl to engage with their customer base, especially around the Christmas period.

Having just completed another Head of Digital Marketing headhunt for a Consumer business, I am continuing to see the increased demand for senior Digital talent. How are you engaging with your customer base through the Digital channels? Are you leading, like Lidl, in your ideas and concepts or are you often lagging behind?