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David Biernbaum

Senior Marketing and Business Development Consultant
David Biernbaum Associates LLC

I agree that it's basically an "advertising" strategy, however CEO Brian Cornell is doing the right thing to announce free ground shipping for Target. Why? Because the overall perception of consumers is that there will be shipping fees with most orders not placed on sites best known for free...

At David Biernbaum & Associates LLC, we totally agree with every point made in this article. In fact, I would go as far as to say that most consumer goods surveys today are non-scientific, far too random and yes, often single-sourced. For example, a survey in the office, or...

One of the reasons that CPG is "slow" to adapt digital coupons is because most CPG companies prefer to maintain some degree of control over the distribution of discounts and coupons at any given time, and they don't want multiple discounts and coupons being used on one shopping visit.

CPG...

Customers regard employees as being "the" company. You cannot afford to have negative employees, plain and simple. However, it's not so simple to fire negative employees, or any employee for that matter, under certain circumstances. So when that is the case, you need to train "happy" employees to roam...

Ron Johnson appears to be someone that thinks a little bit outside the box, however I'm not sure that he his visions can be seen well enough by consumers that feel warm and cuddly "inside" the box.

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Price is one of the factors that drives Amazon's customer loyalty, but in my opinion, as long as it doesn't cost more at Amazon vs. traditional retail, they still succeed more because of convenience, outstanding service, ease-of use and no shipping cost with Prime membership.

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If Alibaba is able to establish its brand, image and market itself well, there is no reason to believe it won't compete with Amazon in the U.S. However, that would be a lot of ifs. It would be an understatement to say that Amazon has a very strong business...

Contrary to impassioned beliefs, advertisers do what is best for advertisers, much more so than for any cause by itself. Advertisers don't want to stop advertising because the NFL reaches a mass audience like no other, and, contrary to popular opinion this week, the NFL is more popular than...

Whole Foods might benefit from a loyalty program, as the retailer now has significant competition from other similar retail chains, many which are regional, and also because Whole Foods could benefit from collecting data about its core shoppers and then execute on the data appropriately.

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For better or worse, Jos A. Bank has worked the BOGO concept into its very "brand" image. Men's Wearhouse will be between a rock and a hard place trying to re-brand the image of Jos. A. Bank, to the point where it might be better off simply converting the...

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