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Upgrading Retail with Digital Access
We're rapidly approaching the moment when every retailer has to have a mobile app to serve his physical spaces. Retailers without a mobile app will be 'disabled' and at a significant disadvantage. Sailthru: 4 Ways Retailers Use Digital Technology to Improve the Brick‑and‑Mortar Experience, 2019-May by Mike O'Brien When Sailthru surveyed more than 2,000 American…
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How Fanatics is outmaneuvering Amazon: the fan of fans
Shopping at Amazon seems emotionless to me. We can shop where enthusiasm thrives. Who needs creepy customer stalkers when you could have someone make something special for you? Quartz: You might not have heard of Fanatics yet—but it’s taking over sports apparel one league at a time, 2019-Apr-25 by Mike Murphy In the mid-1990s, you…
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Its new loyalty program is rewarding Starbucks, which is becoming a mobile-focused business
For Starbucks, managing growth is becoming a matter of their loyalty program. New stores will continue to be necessary, but profitability will be driven by customers using their mobile app. Not only are those customers rewarded, they are measured, tested and tracked in a way that retailers haven't known before. In the future, rents will…
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Pivoting to “between-purchase” loyalty with Ford
The car manufacturers have for years focused on creating and manufacturing cars that generate loyal repurchase. Now Ford has come to the realization that it needs to maintain a connection between purchases. One of the keys to a continuous positive experience is figuring out how to make service calls, handled by Ford dealers, more integrated…
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Consider how loyalty is built or destroyed by emotional experiences
I've been considering contacting ex-Houstonians for support in building a better image for the city. Their interest and support will be built on their having had positive emotional experiences here. In many instances, their bad experiences will be unrelated to the city itself, but affect their attitude. So when we reach out to ex-Houstonians, we'll…
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Storytelling tips from the Nielsen Norman Group
As an analytical thinker, storytelling has always been a struggle for me. I tend to organize information differently than storytellers. But throughout my career it has become increasingly important. Anytime I find a good teaching tool for storytelling, I try to work with it and incorporate its lessons. I especially value the reminder here to…
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How culture drives innovation
Too many people see innovation as a project when it's really a process. Or maybe it's a culture. Every business, every organization, every person has to decide what role innovation will play for them. If you crave stability, then innovation will be driven by necessity: fixing things that don't work anymore. But if you want…
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Cementing loyalty with an annual report on the customer’s performance
I would certainly wince to see an annual report from some of my favorite places to spend money, but The RealReal and Rent the Runway are emailing customers a personalized annual report that makes them feel good. Glossy: How The RealReal and Rent the Runway are using personalized email reports to deepen customer loyalty, 2019-Apr-29…
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Half Price Books shows the way in instituting loyalty
Half Price Books is the perfect example of a company that deserves our loyalty, not because they care, but because they care enough to institute systems that preserve their values. Retail Touch Points: At Half Price Books, Empowered Associates Create Curated, Store-Specific Assortments, 2019-Apr-19 by Bryan Wassel Half Price Books is unafraid to take its…
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How to use a loyalty program to create customer-investors in our businesses
Loyalty programs are frequently misunderstood. Used properly, they allow both the customers and the business owner to realize benefits from investing in a long-term relationship. Get customer profiles into a data repository. Airtable.com is free and as easy as a spreadsheet PLUS much less vulnerable to user error. Or get a real CRM… Find a…
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