Best Practices

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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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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According to this infographic posted by RetailNext, “Only 49% of consumers feel they receive a consistent experience across retail channels.” But, a consistent shopping experience across all retail channels is what shoppers want. Unfortunately, when retailers hear the words “omnichannel retail” they seem to believe that they need to create different experiences at different channels. This is the opposite of what they should do. Instead, shoppers want a consistent...

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According to this article, a panel at the Retail Business Technology Expo (RBTE) “likened omnichannel to the early stages of internet connectivity after claiming retailers struggle with the more complex aspects of offering an omnichannel experience, such as personalization, seamless payments and single customer journeys.” Offer personalization by removing silos Many retailers assume each of their retail channels should operate differently. And if they don’t assume each...

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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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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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During an earnings season of mostly dismal retail results, including dramatic changes from stalwarts such as Ralph Lauren, Ulta Salon stands out as one of the best performing companies across any sector.  Stock market commentator Jim Cramer attributes Ulta's ability to thrive and buck the trend to a deeper than usual understanding of their customers, that has allowed them to navigate a disruptive shopping landscape.  Cramer...

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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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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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The concept of selling on social media platforms is still nebulous – it’s a new tool and no one has done it right, so marketers are approaching the new channel cautiously. At some point – if it’s not already being done – marketers will misuse social selling. It happens with all media channels: marketers start spamming customers with discounts or showing boring ads that don’t...

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