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Joan Treistman

President
The Treistman Group LLC

I've had many bad experiences with retail-recommended contractors, including that one time favorite, Home Expo. I don't see from the article that Lowe's is interested in quality workmanship, but rather quality access to workman. That may be enough to generate greater loyalty for the near term. But if the...

When the article mentioned Old Navy for Gap, it struck me that part of the success was the Old Navy name that built a new brand and position. Similarly, Loft does that for Ann Taylor, especially when you see the name alone without the Ann Taylor association. J.Crew Mercantile...

Here's one American's story. As an older adult, I can tell you that I moved into the city for conveniences and cost efficiencies. I no longer need to own a car. I can get to my bank, supermarket and drug store in less than one minute on foot. I...

Ever since Corona attributed success to word of mouth, marketers have been trying to make it happen for them. "Going viral" is another format for generating awareness and engaging prospects. It's no surprise that searching for the winning formula is a hot topic today and for the future. Once...

Years ago, after moving my company's offices to a new address, I gathered the staff. We had reached a new plateau with more people working for the company than ever before. It was still a small company, but I realized the interpersonal dynamics would change. I suggested that we...

I'm not convinced that Walmart will win over Target on this initiative. Promoting "Made to Matter" vs "Wild Oats" could be an advantage as the name itself can connect with the consumer's emotional satisfaction while stating a rational offer. In addition, the "Made to Matter" still allows distinction among...

Bundling the products under the "Made to Matter" headline will go a long way in connecting with consumers. While some feel that these established brands undermine the success of the program, I think they help differentiate Target from other retailers. Target has placed the focus on what they offer...

Starbucks took on the goal of recycling when others were trying to avoid it. Additionally, Starbucks is transparent about its challenges while still attempting to move forward. All consumers will appreciate their efforts and transparency. Not all consumers will be emotionally engaged with this communication, but there's more positive...

First of all, it's Google, not Walmart. Let's take a survey of college students and see how many would like to be working at Google upon graduation. What is the impact of working where you want to be?

Next, look at how Google recruits its subjects: Employees are randomly selected...

I think that IKEA has a challenge and that is to make their home improvement tour stand out from videos available through Home Depot and self appointed educators.

Their success will be measured by how many consumers will now consider IKEA when designing, planning and renovating. Among my group of...

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