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Also from Phil Rubin...

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rDialogue
Loyalty Marketing info and Blog
Relevant Dialogue about brands and customers (URL)

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Phil Rubin

CEO
rDialogue

This makes total sense, especially the point that discounts for "loyalty members" who will likely visit their favorite store are often wasted. This is called dilution and it's pervasive not only in loyalty programs but in much of marketing. The broad mis-application of mass promotion is an even bigger...

As with most things involving retail and customers, asking a customer for a donation to a charity comes down to a strategy and how it's implemented. We work with a lot of companies that are philanthropic at a corporate and employee level. When these causes are aligned with and...

A strong mission statement is essential and, if it is properly crafted, it is differentiating and reflective of your purpose. While there's been a lot written about missions and purpose, some worthwhile (e.g., Ian's piece above) and some BS, ecological trumps economic. Any private company includes in its mission...

The ByeBuy model is already employed by the wireless carriers as a way to move away from equipment subsidization, and they are pushing these plans (e.g., Verizon Edge) pretty aggressively.

Other great examples include SurfAir (access to air travel), Exclusive Resorts and Inspirato (vacation properties) and ElevenJames (luxury watches). Of...

CVS is doing a lot of things right and this is an extension of their leadership and decision-making. At the same time, when companies set up separate innovation labs doesn't it validate the bureaucratic nature of their legacy organizations?

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Sadly, it is the obvious thing to do, and at least something positive has come from what happened last week in Charleston.

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There are some fundamental realities as to why mobile loyalty programs aren't more successful.

First, loyalty programs aren't mobile by themselves. They need to be wherever the customer experience is, and while that includes mobile, for retailers it's not mobile first (today).

As one example, we are working in a category...

Such interesting and varied comments! It's wonderful to hear comments appreciating the idea of brands and merchants being loyal to customers versus (first) expecting the other way around.

Relevance, even slightly more relevance, isn't an insurmountable challenge. It starts with leadership — sorely missing from a majority of (legacy) retailers — that...

In a word: trust. Retailers have so mismanaged the use of their customer data that the customers are inherently mistrusting of them. With trust comes permission but before there is trust it must be earned by the retailer.

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Gap and most of its businesses, perhaps save Old Navy, are struggling for relevance, in an area of retail that itself is struggling.

Technology alone doesn't solve its problems, which start at a brand level and carry through to its merchandise, merchandising and transcend a wide range of offerings, none...

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