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Lisa Brink

Senior Director, Customer Strategy
Lisa is a Senior Director of Customer Strategy at Elicit, a customer science and strategy consulting firm. Prior to Elicit, Lisa held insight and strategy leadership positions at NFO Research (now part of Kantar TNS), Best Buy, and Advance Auto Parts where she shaped brand and business strategies, custom behavioral and primary research segmentations, and communication strategies. She has experience in retail (B2C and B2B), travel, CPG, beauty, entertainment, and software. Obsessed with uncovering human truths, she’s a storyteller who bridges the gap between analytics, research, and business teams, with a focus on acquiring and uncovering insights that transform brands and customer experiences. Lisa earned her undergraduate in Health Care Management and Policy from Ithaca College in New York, and an MBA with a concentration in strategy from Binghamton University.
  • Posted on: 07/17/2018

    Direct-to-consumer brands key to Nordstrom’s assortment

    Good move for Nordstrom's positioning -- keeping merchandising fresh with unique and interesting clothing is a smart move. It gives their customers a reason to come in (something new) as well as the opportunity to be on the cutting edge with fashion. Good or bad move for the direct-to-consumer brands depending on their long-term goals. If they want to be perceived as more unique and not as widely available, this could be a downside. If they're looking to become more mass oriented, this could be a great break for them. These direct-to-consumer brands will want to consider their current customers perceptions before making this leap.
  • Posted on: 07/12/2018

    Survey: Customer experience tech rivals personal attention from staff

    It's critical for these smaller independent stores and restaurants to be smart in how they invest in technology. They'll need to understand what's most important (the moments that matter) to the customer's experience. Once those moments are identified, the next step is to understand their performance in those areas, and determine how to best meet the need of a customer through either a technology or people solution. Under or over-delivering in technology or the people space could be a problem -- the magic comes in knowing when customers want self-service technology options versus human interaction.
  • Posted on: 06/01/2018

    New Whole Foods’ store-within-a-store concept is ‘rooted in nature’

    This concept is a smart and sensible extension for the brand. Whole Foods is trusted for the goods that it sources, and is likely to be trusted in this space too, which is not completely outside of what they do today. Total speculation, but I bet Whole Foods is using this as a low-risk opportunity to assess where this idea could eventually go (more stores-within-a-store or possibly stand-alone stores). While it may not be a destination store now, it offers consumers a new experience, and it will likely trigger impulse buys or remind shoppers that they've got a gifting list to consider (convenience and great products). Can't wait to see how this plays out.
  • Posted on: 05/30/2018

    Kohl’s emphasizes cash in merging of rewards program

    Kohl's loyalty program, while unified for simplicity, rewards its customers across the entire lifecycle (highly- to less-engaged existing customers and new customers). This approach allows customers to choose the reward structure that works best for them. They can unlock more rewards based on their engagement with the brand.
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