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Also from Ralph Jacobson...

Braintrust Resource

IBM Corporation
Smarter Food Supply
Technology is ensuring your food is getting "smarter". (url)

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[Image of: Ralph Jacobson]

Ralph Jacobson

Global Consumer Products Industry Marketing Executive
IBM

Today's consumers have significant influence over one another. Retailers must learn how they can capitalize upon this to impact consumer loyalty and deepen their relationships with the brand.

We have seen merchants create a consistent and trustworthy brand experience in which consumers can research, buy, track, receive and return purchases...

There is a perspective that "data can be your secret weapon, but using it effectively is much more about processes and people than about tools," as writers Joerg Niessing and James Walker state. There is no question that there are effective tools available in the market today to enable...

In a word, yes! It is more convenient to just click on the chat button than to dial a phone. I guess I have gotten very lazy and/or impatient. However, I don't think I'm alone with those characteristics.

If the chat button reflects accurate actual staffing hours, and the staff...

Here's the challenge I have with blanket statements and surveys involving Millennials: "Millennials" are not all the same. This is amongst the most diverse group of individuals since we started calling the Baby Boomers "Baby Boomers." If you search the web, you will find inconsistencies in age definitions, regional...

I wrote a blog about the fact that teens are quickly losing interest with Facebook in that now less than 50% of them use it today. I'm not all that certain that Instagram or any other social channel is all that innovative, due to increasingly short attention...

Retailers and CPG brands still need to know where to find their consumers. As online shopping grows for the foreseeable future, merchants and brands need to leverage tools that literally help "find" their target audience on a global basis—whether that merchant is currently a global business yet or not....

Survey questions must be reviewed by a team of editors to ensure a minimal level of ambiguity in the line of questioning. Only ask open-ended questions if you truly want "open-ended" responses. Otherwise, make the questions tactical and focused, with little or no room for interpretation of intent.

Will the...

Consumers are more savvy shoppers than ever. Coupons' wider distribution channels, private-label quality going up, specific category deflation and other factors all help drive down top-line revenue. This is a trend that will continue for at least the next 12 to 18 months, I believe.

...

I think this is a great idea. Positives for UPS, positives for the access point merchants, convenience for the consumer. If this catches on—which I predict it will—the number of stops will be cut down to a fraction of what they are now, which will drive down UPS costs...

Loyalty program rewards have to be just that: Rewards. They should not entail a bunch of obstacles in order to achieve the desired outcome that the consumer expects. I actually think the retail industry could learn a thing or two from other industries, like airlines and hospitality. Even though...

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