One of the recurring themes in my consulting, writing and speaking is that the distinction between online and physical shopping is increasingly a distinction without a difference. The key for most brands is to deploy a well harmonized, one brand, many channels strategy and to embrace the blur. Central to this notion is realizing that a physical … Continue reading Retail’s ‘halo effect’: New stores boost a brand’s website traffic by 37%, study finds
One of my favorite brand slogans is Columbia Sportswear's: "Trying stuff since 1938." It's not only a corporate philosophy, but it also speaks to the ethos of many of their customers. I also love what J. Crew CEO Mickey Drexler recently said about his brand's nascent re-entry into the Chinese market: "I don't consider this … Continue reading Trying stuff
A powerful component of customer engagement is providing scarce, exclusive and relevant experiences that reinforce your brand positioning. "Members Only" or "By Invitation Only" marketing programs can be compelling messages that tell your customer that you truly appreciate their business. For years leading luxury retailers such as Bergdorf Goodman and Barney's have feted their best … Continue reading Members only? Or “Members Only” jacket?
Last holiday season I coined the term "surgical shopping" to describe the highly precise way many consumers were purchasing. While the panic of late 2008 and early 2009 subsided, consumers were only gradually opening their wallets, focusing primarily on needs vs. wants and often trading down to brands that gave very clear bang for the … Continue reading Surgical Shopping and the Hangover Market