Compelling, creepy, annoying or just bad? Retail’s personalization opportunity

It's hard to believe it's been over 20 years since Martha Rodgers and Don Peppers' seminal book The One to One Future. At the time, Dr. Rodgers and Mr. Peppers (not to be confused with Mr. Rodgers and Dr. Pepper!) offered up the radical notion that mass, one-size-fits-all marketing would begin yielding to a brave new one-to-one … Continue reading Compelling, creepy, annoying or just bad? Retail’s personalization opportunity

This time it’s personal

A book that I read more than 20 years ago fundamentally changed my perspective on business overall and marketing in particular. Peppers and Rodgers "The One to One Future" embedded in my psyche the notion that knowing more about your customer than your competition was a critical component of competitive advantage. And before long "treat different … Continue reading This time it’s personal

Most growable customers

I didn't come up with the term "Most Growable Customers"--Don Peppers and Martha Rogers did--but I've used it as a cornerstone of crafting customer growth strategies for nearly 15 years. In concept, any good customer growth strategy has three basic components: Plans to retain your Most Valuable Customers ("MVC's") Actions to attract and engage your … Continue reading Most growable customers