Best Practices

Managing your consumer experience journey must be one of, if not the core tenet of your strategy as a retail marketer. It is no longer acceptable to to be reactive to the journey your customer takes to learn about, and hopefully buy, your product. As a retail marketer, you must be proactive about shaping the consumers’ path to purchase. How do you shape a consumers’ path...

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According to this article posted on CMO.com, there are four ways big brands can innovate and compete like mobile startups. Those four are: Leverage innovation in your existing products and services Prepare your enterprise to take action Secure C-level sponsorship and funding Connect everything to the customer relationship We will just talk about the fourth one, because that’s most important to us. The author of this article goes deeper into each...

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The author of this article by Momentology wrote, “70% of consumers want more personalized shopping experiences,” and they “are willing to divulge a little data if it means making their lives easier.” With this information in hand, we recommend marketers ask themselves one question: How can we deliver a personalized shopping experience at scale? Fortunately, this article by the Harvard Business Review offers a solution: “[The] best...

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Tesco, the large British retailer, recently announced one of the largest losses in British corporate history recently.  Much of the loss was attributable to property write downs as a result of a recognition of changing consumer shopping habits the retailer had failed to adapt to in recent years.  The company has new leadership which is orchestrating a turnaround. Donal MacDaid, in Talking Retail, summarized the key...

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We all know the forces of the past decade - search, social, mobile, Amazon - are changing every industry.  But consumer-facing commerce has been at the tip of the spear, as empowered consumers are now in the driver's seat and forcing brands and service providers to change quickly and dramatically to keep up.  Forrester research calls this era the "Age of the Customer", and encourages...

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Ninety percent of all sentiment on social media around loyalty programs is negative, according to a recent CapGemini study.   Combine that reality with the fact that most households are in 15+ legacy loyalty programs already and the tectonic shifts in how consumers are shopping and purchasing today, and it's clear every company must rethink customer loyalty. The first place to start is the idea that only...

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  Omnichannel. Omnichannel. Omnichannel. It’s the buzzword of the retail industry right now. But one woman, Andrea Weiss, co-founder of The O Alliance, says we should “stop thinking about omnichannel, and think about circular commerce.” That quote comes from this article. The author goes on to say she was “referencing the idea that each channel should feed into one another versus operate as separate silos and that...

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He's one of the great retailers of the past three decades, so let's learn from Mickey Drexler. Drexler's had one of the great retail careers.  Successful at many large brands - Bloomingdales, the Gap, and now transforming J Crew into a retail juggernaut.  Several publications have catalogued his many attributes that contributed to a long career with this much success, but one in particular relates to his love...

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According to this article by Forbes, “there are currently 191.1 million online shoppers in the United States – with more than $703 billion being spent on B2C ecommerce volume.” If you are reading this, it’s likely you are a retailer that wants in on some of this money. Well, if you really want in, you should understand today’s online shopper. Luckily, the same Forbes article offers...

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If you don’t believe in personalizing your retail experience at this point, you might not be reading enough about the retail industry. Here are a few statistics from this article from Customer Think: 78% of consumers are more likely to be a repeat customer if a retailer provides them with targeted, personalized offers If a consumer does not receive a personalized experience, the CMO Council reported that...

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