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Also from Mark Price...

Braintrust Resource

M Squared Group, Inc.
Cultivating Your Customers Blog, by Mark Price
How to overcome real-life challenges to data-driven marketing (url)

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Mark Price

Managing Partner
M Squared Group, Inc.

While tech-enabled customer engagement sounds like an easy answer to address the decline in retail revenue, I am concerned that such an approach may be a "shiny new thing" that could easily detract and distract retailers from a more fundamental issue in customer experience.

As all of us will attest,...

While the idea of a company-provided mobile device sounds appealing to customers who are valuing their privacy, those customers are likely to be a small percentage of the total customer base, and are less likely to be best customers either. Research and experience shows that customers who are multichannel...

I am not sure there is a big opportunity for subscription services to move into brick & mortar in general. This category has a tremendous amount of trial and experimentation, as well as an excitement level around new discoveries. Those characteristics make the Birchbox a good retail fit, and...

This example is a classic one of lack of coordination between online and offline channels. Walmart does not have an online and a retail customer—they have one customer who is more and more comfortable shifting between channels. Over time, such a disorganized strategy will cost the company share and...

The price guarantee is the price of entry; if consumers do not believe that they are getting a fair price, there is no hope at all. But the critical link is customer experience—stories have abounded about the faults of the "blue shirts" over the years—pushing needless warranties, lack of...

I am not sure "Christmas in July" is any more effective than any other sales tagline at this time of year. Consumers perceive such sales as just gimmicks designed to drive more sales revenue — which actually is true.

Most charity promotions show little lift; consumers face so many of...

No, my experience has been that restaurants in particular have devalued the role that loyalty plays in their business model, often choosing to be "penny-wise and pound-foolish" by following policies strictly. The ones that value their customers so stand out that we change our patterns to favor them almost...

Despite the fact that most marketers claim to be measuring their social media efforts, my experience has been that most companies conduct a measurement simply at the highest level—views and clicks. Little effort is given to identify the specific customers who are engaging with the company on social media,...

This question is very broad and refers to the sea change in consumer behavior that retailers are struggling with currently. In general, retailer web sites only show products that are carried online—if a product is in-store only, it is usually not included. In addition, products that the retailer does...

If you look at the org structures of retailers, it is clear that the companies still think in channel terms. E-commerce is separate from retail in many companies, and the two do not even coordinate email marketing in many places.

It is easy for eBay, which does not have a...

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