Contextualizing CRM

Keeping up with the constant change in consumer behavior and spending habits requires that companies constantly evaluate and evolve their marketing efforts. Many brands have already shifted marketing strategies from product-centric to experiential. This contextual approach has allowed companies like Uber and Lyft to create innovative experiences out …

Sephora Almost Gets it Right

Sephora Catalog CoverSephora's Spring 2011 catalog cover looks good. The creative is strong and exciting and the paper weight was well chosen. However, the inside looks like an unedited carnival and lacks the Brand's voice. …

Tag you’re it

You’ve probably seen them – those Rorschach-looking inkblot designs in magazines, on point of sale displays, maybe at Starbucks. They are called 2D (two dimensional) codes and if you scan them with a reader in your smart phone, you can download information, be taken to a website, launch an application, or even pay for your cup of coffee at Starbucks. …

Starbucks and the Future of Mobile Marketing and CRM

I carry my phone everywhere; it does everything for me. Not only do I always have Facebook, email, text messages, and standard phone service to keep in touch and up to speed, I use shopping apps to make sure I’m getting the best deal. I’ve even commented, “If I could use my phone to pay for transactions in brick and mortar stores, I’d never …

The Verizon Store Gets Retail CRM

There’s always been a huge obstacle to effective CRM at the retail level. Traditionally, a sales person hasn’t been able to fully tap into a customer’s shopping history and preferences while assisting the customer in-person. That level of service has only been possible when the customer has a personal relationship with their sales rep. What’s …

Redefining CRM: Luxury Brands Take Note

This article, “Luxury brands approaching revolutionary CRM innovations: expert” by Peter Finocchiaro, points out that database analysis and customer service access to that data will bring a new level of individualized CRM to luxury marketers. In a time where many brands are resorting to deep discounts to stay in the black, luxury retailers understand …

Why Loyalty is Misunderstood

I get phone calls regularly asking about customer loyalty programs and I think they can be revenue leakers. Great merchandise, quality product, and, on occasion, a fantastic sale should reward your very best customers enough. But in many cases customer loyalty offers give a bigger discount to a purchase that would have occurred anyway, thus leaking …