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Ryan Mathews

Founder, ceo
Black Monk Consulting

First of all, if this was April 1, I'd congratulate somebody on creating the Word of Mouth Marketing Association.

That said, the game has not changed. Treat your customers right and they'll tell their friends, and a certain percentage of their friends are likely to shop with you as well.

Now,...

A great holiday season may delay the inevitable, but the inevitable is ... well ... inevitable.

I'm not sure I have much faith in any of their strategies (tactics). The company can't be saved by boomer nostalgia. It's been allowed to get too far gone for that.

...

Retailers need to know the mobile habits of their target market. Generalizations are fine but before a retailer invests, they have to have some idea as to the size of the potential prize.

Breakout is an interesting term. If purchases are just shifting between platforms I'm not sure that meets...

I vote for pillar one, just because it is the only remotely tangible part of the strategy. Mondelez can clearly learn a good deal from Google.

As for pillar two, it remains to be seen if there will be any ROI (although one assumes there will be), let alone how...

Um, let's see ... back in the old analog days there used to be a bromide about the credibility of a message existing in direct proportion to the credibility of the messenger. Seems like some analog cliches survive even in the digital age.

Obviously retargeting isn't as effective as retargeters...

I don't think Cook's disclosure (and why, by the way, do we think it is so shocking) is likely to have that much effect in the short run. Corporate culture is still both macho and homophobic and a committee of one may not be enough to change the environment.

Since...

Of course it will. If the system is hacked before it's deployed, participating retailers will have to offer ironclad security and compensation guarantees.

As for Apple Pay, I guess that depends on how popular that turns out to be. If there is widespread adoption, refusing to accept it will be...

First of all—change the name. One doesn't have to think too long to guess what human associates will call their robotic peers.

Secondly, this is a novelty play today. It remains to be seen whether or not it will work into a strategy tomorrow.

And, much as I like the surreal...

Since I don't have a good grasp on the makeup of all retail boards, I'll pass on the first question. If, however, it is asked on a more general level I'd say most companies could benefit from leadership (board and management) which possesses new skill sets—not all of them...

I don't know this to be true, but—if it is—it wouldn't surprise me. Amazon doesn't like to share.

As to the wisdom of the practice, well, if all you are focused on is the retail endgame, then maybe it's a viable approach, but if part of your endgame involves getting...

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