Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Market research: the 5 trends that will shape the future of retailing
May14

Market research: the 5 trends that will shape the future of retailing

Market research has identified 5 trends that will shape the future of retailing technology and tools to enhance decision making innovations in visual display to make customers’ purchase decisions easier differentiating customer experiences collection of data at massive scale (Big Data) and their usages use of analytics to improve profitability In today’s article we will discuss and illustrate each of those 5 market trends....

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Marketing concept : in this bar cocktails are made by robots
May04

Marketing concept : in this bar cocktails are made by robots

Las Vegas is a kind of paradise for marketers. Not only is the city hosting a lot of important shows (like the CES or the NAB) but it also hosting some crazy marketing concepts. I spotted this one, a bar called The Tipsy Robot, located at the Miracle Miles shopping mall last month. Read also: A geographic map of the best and most innovative retail concepts in Europe The principle behind this bar is simple: your cocktail won’t be...

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How to successfuly realize qualitative interviews in market research studies
May03

How to successfuly realize qualitative interviews in market research studies

Conducting good market research often requires to carry our a qualitative study. This is particulary true of customer satisfaction surveys that are often poorly designed and are not based on sound assumptions. In today’s article we reflect on some essential aspects of good qualitative research. We discuss a four-step iterative guide for interview design proposed by J. Arsel (2018) in his article entitled “Asking Questions...

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Step-by-step market research guide almost ready: first teaser
Apr25

Step-by-step market research guide almost ready: first teaser

As I announced earlier this year, one of my goals for 2018 was to write a step-by-step guide to market research. I did this between December 2017 and January 2018 and it took me quite a lot of time to finalize it : we let the market research guide translate in English and Dutch (translating 8000 words can’t be done overnight as you can imagine). This time I didn’t do the English translation myself as I wanted to have...

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American Eagle makes your pair of jeans and the customer experience unique
Apr19

American Eagle makes your pair of jeans and the customer experience unique

How to create a unique customer experience and differentiate you from the crowd ? This is a recurrent topic on this blog (see for instance our analysis of the Sonos and Flying Tiger customer experiences). Today we’ll analyse the in-store customer experience offered by an American fashion brand : American Eagle. Make your pair of jeans your very own : a unique customer experience The concept behind American Eagle is that each...

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This startup may have needed a market research before going live
Apr12

This startup may have needed a market research before going live

A Belgian startup, OneHouseStand, has launched an online platform to help businesses and individuals alike rent private places to organize their events. At first it may look like a good idea to enable private owners to make their property available for rent. But is this business idea really worthwhile? A market research may have been useful. What’s the market? In an interview (in French) with national newspaper Le Soir, one of...

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Retailer “la Halle” discovers hidden costs of loyalty cards
Apr11

Retailer “la Halle” discovers hidden costs of loyalty cards

Loyalty cards and advantages for customers are costly. I explained many years ago that loyalty should not be “bought” because he destroys so much value and, above all, so much profits. Moreover “buying” your customers’ loyalty is a short-term strategy. It’s not based on deep-rooted customer satisfaction. Just on mere financial benefits. What is really funny is to see how firms react when they...

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Coach finds inspiration in Keith Haring’s work for 2018 campaign
Mar23

Coach finds inspiration in Keith Haring’s work for 2018 campaign

Fashion brand Coach has unveiled its global campaign for Spring 2018 and has been inspired by artist Keith Haring’s work. Their latest products are indeed customized to reflect some of Haring’s iconic illustrations. Keith Haring (1958-1990) was a US artist who became famous with his joyful illustrations. Haring belonged to the artistic movement that popped up in New-York in the 80’s, inspired among others by the graffiti...

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Flying Tiger: here’s how a unique customer experience is created
Mar21

Flying Tiger: here’s how a unique customer experience is created

If you are looking for the quintessence of customer experience, look no further. This store counts only on its customer experience to drive its sales : it’s called “Flying Tiger Copenhagen“. And believe it or not I visited one store of this Danish brand for the first time a few weeks ago. I paid a visit to the store located next to the Flatiron building in New-York. A store full of 1$ and 2$ stuff  This store...

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Sonos flagship store offers a unique customer experience
Mar19

Sonos flagship store offers a unique customer experience

Sonos is a high-end brand of audio equipment for the home. The Sonos flagship store in New-York is a model of outstanding retail customer experience. Follow us for an inspirational tour of this retail space located at the heart of SoHo, one of New-York’s most fashionable retail districts. How Sonos creates a unique in-store customer experience Unlike any other store the products are not prominently displayed in the Sonos...

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