the more intriguing takeaways from H&M's new clothes-recycling program is how ready customers are to
“sell stuff,” as well as buy it. In this case, they are
willing to "sell" a bag of clothing for a 15% discount on a new
The recent Tweet to Buy promotion for discounted American Express gift cards is a great example of why the shift from Customer Lifetime Value (CLV) to Customer Network Value (CNV) is important understand and apply when evaluating digital marketing.
SideCar slices the task of getting from point A to point B
even thinner by giving people an easy way (via a mobile app) to connect with
drivers who will take them from one point to another. This can be an interesting model for others looking to innovate
and create engagement.
Loyalty and digital marketing are considered first
cousins these days, but Brian Woolf contends that their relationship will grow
a lot closer in the future. He offers a framework for loyalty in the next 20
years in a recent blog which we recommend for a careful read by anyone interested in leveraging loyalty marketing.
When we talk about mobile and retail,
we often move fast to features, tactics, and strategies, but unless we back up
to see the enormity of the change we’re dealing with, we might fail to get to
retail’s true digital destination.
Customers want easy
access to online coupons and retailers need to find best way to deliver
them. Zavers by Google is gaining
traction with some leading food retailers but will they be good long term partners.
medicine is creating a new segment of hyper engaged shoppers – one we
retailers won’t want to miss. They bring a different set of needs than
shoppers and could prove to be really good customers. We think the
segment will grow rapidly. Read on for two examples of what we’re
specifics in the Playbook for Success, published by NACS/CCRRC, apply to convenience retailers, but the principles
apply to all: Deliver on the basics, defend your turf, and attract new
business. To find the right opportunities to use technology to drive sales and
improve performance, sometimes it helps to step back and look at the big
If you want to do a better job of reaching
and serving Hispanic shoppers, one good way to do it is to raise your game in
digital communications. For Hispanics, shopping – online or
offline – is a very social activity, so helping them to shop socially will
likely pay off.
Can retailers use design thinking to improve the
shopping experience? Andrew Stein says yes: Instead of depending on getting the vision
right from the beginning, it follows an iterative “test and learn” approach that has
a much better chance of getting to the right answers.