We're told we have to embrace all things omni-channel, yet Macy's and Nordstrom, two of the acknowledged leaders in this arena, have yet to move the dial much on market share and profitability. We're told we have to digitally enable most dimensions of our business, yet Sears, which has been a pioneer in many aspects … Continue reading Confusing necessary with sufficient
Recently I've been wondering how much Groupon would be worth if they could consistently send me deals for products that actually interest me and aren't an hour from my home or office. The potential for daily deals sites, mobile commerce applications and, heck, just about anything in your marketing plan is enormous. But when your … Continue reading Say my name, say my name
Winning at retail is about consistently executing a remarkable, differentiated and relevant customer experience. And more and more, relevant means personalized. The "holy grail" for 1 to 1 marketing has been the notion of the right offer to the right customer at the right time. The 1 to 1 future envisioned by Peppers and Rogers … Continue reading Bricks and mobile: The 1 to 1 future is now.
Part of any remarkable customer growth strategy is what I like to call "ruthless experimentation." Old timey, product centric growth strategy was all about the big reveal. We spend months and months coming up with our bold new marketing plans and then--at this point, please pause dramatically--Ta-Da!--we see if (hope that?) the customer likes it. … Continue reading Ruthless Experimentation: What Are You Afraid Of?