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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Product nostalgia: vinyl records sales explode in USA
Oct09

Product nostalgia: vinyl records sales explode in USA

We have been observing this trend for 2 years now : vinyl records have been trendy for several years now and what happened in the first half of 2015 only confirmed that trend. Sales of Long Play (Vinyl records with enough tracks to be considered an album) were up 52.1% (from US$145m to US$221m sales). At the same time revenues from ad-supported on-demand streaming services went up 27.1%, from US$128m to US$162m (more info in this...

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Nostalgia …. once again
Nov12

Nostalgia …. once again

I talked about it more than enough on this blog. Nostalgia is a major trend in marketing. All brands are using it and it becomes to be too much. If brands keep using the same trick again and again consumers will eventually want something else. My short visit to SIAL 2010 in October was a good opportunity to confirm that nostalgia can be spotted everywhere. A few examples : I just stooped counting the brands of biscuits using nostalgia...

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Talking to the dead, the future of artificial intelligence?
Dec01

Talking to the dead, the future of artificial intelligence?

Deadbots are a new application of artificial intelligence. Personally, it scares me. Deadbots are chatbots that allow you to converse with dead people by imitating their responses. Their development is part of a more global context of virtualizing relationships and blurring the boundaries between the physical and digital worlds. Joshua Barbeau spoke with his girlfriend, who had died 8 years ago In August 2021, the San Francisco...

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Marketing Mix : product
Oct23

Marketing Mix : product

The first of the 7Ps of the marketing mix is, of course, the product. The term product does not mean a physical object. It can also be a service. To cover this first “P,” you will have to describe the characteristics of the product (design, packaging, functionality), its place in the range of other products, as well as the services that are attached to it (after-sales service, repair, recycling at the end of its life)....

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Customer experience: The Lavazza Museum, a place to be taken as an example
Sep03

Customer experience: The Lavazza Museum, a place to be taken as an example

For a museum, creating an innovative customer experience is an essential element of success. So even though I don’t usually talk about my vacations, I absolutely have to tell you about my visit to the Lavazza Museum in Turin, Italy. When it comes to customer experience and interactivity, Lavazza has it all figured out. And when the customer experience is at its best, customer satisfaction is bound to follow. If you only have 30...

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The phenomenon of “continuation cars” [Marketing analysis]
Mar03

The phenomenon of “continuation cars” [Marketing analysis]

In a minimal series, Jaguar has just announced the rebirth of one of its flagship models: The Jaguar C-Type. This ultra-exclusive production of an old model is nothing new in the automotive sector. We look at the phenomenon of “continuation cars” in this article between nostalgia and the satisfaction of niche customers. We first explain what they are and where they come from before looking at these extraordinary...

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Customer experience: definition, measurement, analysis [Guide, 2021]
Jan06

Customer experience: definition, measurement, analysis [Guide, 2021]

The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since its invention nearly 40 years ago. Summary Definition of the customer experience Customer experience: more...

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Lidl Sneakers: analysis of a marketing phenomenon
Dec27

Lidl Sneakers: analysis of a marketing phenomenon

Lidl sneakers, Lidl socks, beach shoes in the bright colours of the German brand have made the buzz at the end of this year 2020 in France. On Sunday 27th December 2020, a wind of madness blew through the Lidl shops all over France on Twitter. The genuine storm Bella gave way to a marketing storm that we analyse in this article. Lidl Sneakers: out of stock in a few minutes On Sunday 27th December 2020, Lidl shops in France put on sale...

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Second-hand luxury market: statistics and analysis
Mar25

Second-hand luxury market: statistics and analysis

It will have escaped no one’s notice that the second-hand luxury market has exploded in recent years. Buying second-hand luxury clothing or leather goods is no longer taboo. This market is growing by 12% per year and already represents 25 billion Euros. Ambivalent behaviours fuel its growth: on the one hand those of new customers who want to access a brand; on the other hand, those of loyal customers who resell the products they...

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Customer experience: is Soho House Berlin the future of concept stores?
Sep17

Customer experience: is Soho House Berlin the future of concept stores?

Soho House is known as a group of private members’ clubs around the world. Of English origins the concept has spread into continental Europe too. Berlin has its Soho Club too and the non-private parts are worth a visit, especially the concept store on the ground floor which is in our opinion a model of what the future of retail will look like. Before we report on our visit there, let’s have a brief introduction on the Soho...

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A qualitative market research of the Hollister & Co. brand perceptions
Feb21

A qualitative market research of the Hollister & Co. brand perceptions

How do you explore customers’ perceptions about a brand ? Which methodologies should you use to elicitate brand images ? A recent research published in the Journal of Retailing explores consumers’ perception of Hollister and Co. and uses for this aim a vast array of market research techniques. Market research methods The methodologies used by the authors to explore consumers’ feelings, unconscious thoughts are...

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iOT : this object offers a new music experience
Apr22

iOT : this object offers a new music experience

Music can be experienced in very different ways. But nowadays it’s mainly digital (despite vinyl revival). Beyond.io, an Antwerp-based iOT agency, wanted to create a new music experience. X-II was their answer. Music sharing has changed They launched the X-II project to propose a new experience around music, and in particular around how music is shared among friends and relatives. Do you remember the last time you borrowed or lent a...

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Chewing gum market in crisis
Apr04

Chewing gum market in crisis

The chewing gum market is in crisis. Revenues generated from chewing gum sales have been decreasing steadily since 2008. The slowdown even reached 3% in 2015. As a consequence Mars-Wrigley (Freedent, Skittles, …) and Mondelez (Stimorol, Malabar, Hollywood) have started a market share war.   Why is the chewing gum market in crisis ? The reason is simple : demand is plunging. What is less obvious to understand is why the...

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Add a human touch to your marketing strategy
Feb24

Add a human touch to your marketing strategy

Marketing strategies are increasingly ruled by algorithms, IT-based decision systems which leave less and less space for human qualities to make the difference. We just wrote an article about recommendation algorithms and artificial intelligence in the business sphere that you may want to read to understand how it affects the customer experience. If you are in an industry which uses those technologies, you might well consider the...

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Alain Milliat: interview of a successful entrepreneur
Mar06

Alain Milliat: interview of a successful entrepreneur

Today we inaugurate a new article format. We wanted to give a voice to people that we hear too little in our opinion: successful entrepreneurs who have managed to master the difficulties of entrepreneurship and have grown their businesses. Besides interviewing experienced entrepreneurs we will also report on individual would-be entrepreneurs who have just started their business. Our guess is that comparing the two viewpoint will prove...

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Don’t throw your old cell phone away: its trendy !
Feb20

Don’t throw your old cell phone away: its trendy !

Whether it’s an effect of nostalgia or just a snobbish trend is not sure. But we observe a weak signal, an emerging trend towards the use of old phones. A few trendsetters and VIP have been watched using old iphone : Anna Wintour (the editor of Vogue US) with a startac-like phone, Rihanna, Bill de Basio (the mayor of New-York), Iggy Pop … it seems that some people when to experience the simplicity of phones in the good old days....

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Idea in Brief: attract customers with a marketing strategy based on “being real”
Aug19

Idea in Brief: attract customers with a marketing strategy based on “being real”

The idea My wife brought back tomatoes from the supermarket the other day and they were labeled “Real taste”. Although once may not even notice the label, I was really puzzled to read such a “slogan”. Are there tomatoes with a “false taste” out there? No, there are only Dutch tomatoes with NO taste one would answer. Isn’t it odd, I wondered, to label something as being “real”; what...

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From ready-to-eat to ready-to-prepare, a new product experience
Jun18

From ready-to-eat to ready-to-prepare, a new product experience

An important aspect of the work of a marketing agency is that we must detect, track and follow nascent trends in a broad range of industries. This knowledge is required by our clients who expects from us that we have deep knowledge in as many sectors as possible, so that they can benefit from innovating concept and future trends across industries. We track these trends through qualitative analyses, through following up many different...

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Authenticity : an upcoming and rewarding marketing trend
Aug18

Authenticity : an upcoming and rewarding marketing trend

In a world where everything moves at the speed of light, where we are constantly subject to a ton of stimuli, new trends emerge which are exploited by marketers. In a previous post I was talking about Dirk Smeesters’ researches on nostalgic products and numerous companies (Converse, VW, …) adopted it. Another way to follow those trends consists in betting on authenticity because it is eventually related to nostalgia. Firms in the...

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La nostalgie en marketing : les réponses du Dr. Dirk Smeesters
Nov30

La nostalgie en marketing : les réponses du Dr. Dirk Smeesters

Suite à mon billet sur la nostalgie, voici les réponses que j’ai reçu de Dirk Smeesters aux 4 questions que j’avais posées dans mon billet. Question 1 La nostalgie en soi n’est peut-être pas le moteur de l’attirance accrue vécue par les personnes se sentant exclues. La nostalgie après tout est le résultat de l’intégration de différents facteurs, aussi différents d’ailleurs que les situations propices à créer la nostalgie. Il me...

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