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Evangelists for change

Some of you will feel like today’s posting is being written specifically about you and your experiences. But the topic is universal. Twice in the past month, I had clients tell me that they could not do something or feared doing something because they knew their customers would not approve. I asked them how they …

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Some channels yield really, really lousy customers

Think about it this way. A football team drafts players, and those players are not great players, so the football team goes 5-11 for a few years. What happens? The coach is fired. The General Manager responsible for the awful outcome is fired. The new coach and GM have to live with these players for …

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When merchandise caused customer development problems

We’ve all seen it happen. The new CEO comes in, and s/he has a vision. “We’re gonna modernize this stale assortment, make it trend-right, relevant, engaging, immersive.” The Executive offers us a word salad. Within six months, the old merchandising team disappears (“We want to thank Rhonda for her contributions and encourage her as she …

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When time passes by something that used to be important

Did you see that viewership of The Oscars absolutely plummeted? In 2015 there were 43.7 million viewers. In 2019 there were 29.6 million viewers. In 2020 there were 23.6 million viewers. In 2021 there were 9.8 million viewers. Even if the pandemic hurt the broadcast and next year things are at a “new normal”, how …

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Multi-channel retail focus: Customer loyalty programmes

Through our discussions with multi-channel retailers, we keep hearing the same buzzword for 2021 – customer loyalty. This could mean anything from a traditional monetary reward scheme to a loyalty programme geared towards engagement and brand awareness. Let’s take a closer look at the different strategies that brands will be considering over the coming months …

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The renaissance of printed mail

Worried that printed mail has been completely replaced by communication in digital channels? Think again! Data from recent studies reveal a more nuanced picture. For advertisers, printed mail has advantages that digital communication can’t match and vice versa. Used together, these channels offer marketeers a variety of complementary tools to reach customers effectively and profitably. …

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A Customer Development Example

This (amazingly) is now more than fifteen years ago. I’ve spoken about this often, but seldom in the context of Customer Development. At Nordstrom, we had our annual Anniversary Sale. From late July to early August, we discounted our new fall assortment by about 20 per cent. We did Christmas-like business in mid-summer. When people …

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