PROFILE
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Bob Andersen

Chief Brand Builder, Brandbuilder99
Writer. Marketer. Rainmaker.
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  • Posted on: 08/09/2021

    What benefits do premium loyalty program members value?

    Loyalty programs need to reward long-term customers, but seldom do. Customers who have been around for 5, 10, 20+ years are the most loyal, but are often taken for granted. Frequency programs need to focus on rewarding the 20% of customers that account for 80% of sales.
  • Posted on: 06/11/2021

    What distinguished e-commerce winners and losers during the pandemic?

    Since no one could have predicted a pandemic, winners and losers were determined mostly by luck - those who happen to be in the right place at the right time or wrong place at the wrong time.
  • Posted on: 02/01/2021

    Are small brands eating big food’s lunch?

    Millennials are driving the demand for small brands. Many of which are actually big brands creating small stealth brands such as:
    • Maker™ Overnight Oats (breakfast entree) – owned by PepsiCo’s Quaker Oats;
    • Wildscape (frozen entrees) – owned by Nestlé;
    • Véa World Recipes World Crisps (snacks) – owned by Mondelez International;
    • Autumn’s Gold (granola products) – owned by General Mills;
    • Joybol (smoothie bowls) – owned by Kellogg.
  • Posted on: 01/20/2021

    Is My Pillow being ‘cancelled’ or is its CEO trashing the business all on his own?

    Mr. Lindell likes to pride himself as having risen up after his crack addiction – which he did. But now he has to live with his new description, "from crackhead to crackpot." If his business tanks, he has plenty of inventory to cry into.
  • Posted on: 07/08/2020

    Will Walmart’s best shoppers ditch Amazon Prime for Walmart+?

    Agree. One way Walmart can do their own thing is to offer lower prices with more bundle deals. It's much harder for Amazon to create bundle deals with thousands of vendors. Ultimately, Walmart needs to beat Amazon on price to win.
  • Posted on: 12/09/2019

    Why do so many people say ‘no’ to retailer loyalty programs?

    Most loyalty programs are created to reward the 20% of customers that buy 80%. The other 80% aren’t interested because the value of the rewards at their purchase levels are not worth the bother.
  • Posted on: 11/15/2019

    Walmart has a too much grocery problem

    Walmart and all grocery retailers should take a page from Hy-Vee's merchandising playbook. Hy-Vee cross merchandises non-food products on EVERY aisle. Maybe too much, but it must be working and it certainly boosts their bottom line.
  • Posted on: 11/05/2019

    Is Amazon starting to fall out of favor with American consumers?

    Amazon is not always the cheapest option. If Walmart can beat Amazon's prices they will continue to take share away from Amazon.
  • Posted on: 10/30/2019

    Will free deliveries for Prime members make Amazon the driving force in online grocery?

    Completely agree. Whole Foods' same-store sales had been declining for two years before Amazon bought them. Plus, no one seems to get that grocery delivery will NEVER appeal to the majority of customers who want to SEE and touch their fresh meat and produce BEFORE they buy.
  • Posted on: 10/07/2019

    Best Buy makes a big bet on health tech

    Best Buy's core customers are or were baby boomers which is the right demographic and BBY is positioned perfectly to take advantage. But BBY is a merchant-driven, not a marketing-driven company. This is a huge opportunity, but to fully leverage, BBY will need to commit an equal amount in resources to effectively market, advertise and promote. We'll see.
  • Posted on: 09/23/2019

    Amazon steps up on climate change, sort of

    Maybe Amazon should step up to save the Amazon rain forest.
  • Posted on: 09/18/2019

    Are grocers falling short in selling better-for-you foods?

    Maybe it will evolve to where one food category is all stocked in the same aisle, but healthier products are simply grouped together. Shoppers can then easily locate their preference with no additional signage needed. The cereal aisle seems to be going in that direction in some stores.
  • Posted on: 09/04/2019

    Will Walmart’s customers accept its rejection of the firearms ‘status quo’?

    Maybe the thumbs down is the negative reaction to the special interests who now have greater influence than the American people.
  • Posted on: 09/04/2019

    Simple answers to fix retail’s loyalty marketing mess

    Retailers have to remember that loyalty programs are created to reward your CORE customers (the 20% that account for 80% of your sales.) Price discounts are OK, but surprise your core customers with other perks that will be highly valued by them.
  • Posted on: 09/04/2019

    Will Walmart’s customers accept its rejection of the firearms ‘status quo’?

    Exactly. Retailers and others must step up because in this country, special interests (NRA) can control politicians (GOP) to make policy even when it's against the wishes of the majority.
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