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Mark Price

Managing Partner
M Squared Group, Inc.

Consumers generally change their patterns NOT in response to problems, but in response to the retailer's response to that problem. Great, empathetic, authentic customer service will get consumers over most problems. Cold, uncaring "by the book" customer service will lose a customer even with a little problem.

As in much...

Retailers have two obligations that must be balanced in dealing with manufacturers in such a situation: 1.) to their customers, they must offer and promote the best quality products for the money and 2.) to their owners or shareholders, to capitalize on trends in order to gain market share...

When making decisions about the disposition of specific customers, I would hope that these retailers look beyond merely return volume and frequency. Overall customer value, as well as the effect of such a banning on the rest of the household, can lead retailers make decisions differently than a simply...

BOPIS is absolutely worth incenting. This approach, which permits consumers to purchase online and pick up same day, is an effective strategy to combat e-commerce benefits, by offering even faster "delivery." Customers who get used to purchasing online and picking up in-store will also purchase more in the store,...

In these days when free shipping is more and more often a cost of doing business, consumers are balking at ordering products for same-day delivery at the expense. When they do need products on the same day, the order online and pickup in-store option is often provided free of...

The biggest difference between omni-channel marketing during the holiday season as compared to the rest of the year is the amount of clutter that a marketer has to break through to reach their customer. During the holiday season, retailers and e-commerce companies are sending emails almost hourly, and it...

While price optimization tools have the potential to improve profitability for a retailer as a whole, theses companies are still structured around merchants who buy for specific categories and are compensated on delivered margin for that category most frequently.

Technology can provide the answer, but it will never be implemented...

The elements of transparency and authenticity are some of the biggest factors in dealing with Millennials. While being "honest" and open should not be difficult for marketers, the tendency is to "sell"—to position, spin and exaggerate in order to complete a transaction. How many software companies have been caught...

Given the rapid pace of change in technology today, I am not sure that convenience has supplanted service. Consumers, particularly in the segments that did not include millennial's, have difficulty researching and solving problems related to their purchases. Strong customer service can be a clear differentiator, since those difficulties...

The results of this study have potential to lead retailers to focus less on online channels and more on their in-store environment. Now, focusing on improving customer experience in store is something that has been sorely lacking in this country and would be very much appreciated.

At the same time,...

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