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The contribution of a pop-up store to the marketing strategy [Analysis]
The pop-up store launched by Pulco in Paris is an excellent example of how an ephemeral store is an exciting marketing strategy for a brand. Pulco faces particular challenges (awareness, image) to which this pop-up store aims to provide solutions. It becomes an essential element of the marketing mix because it allows reinforcing specific messages to consumers. In this article, we analyze 3 strategic and tactical objectives to which the pop-up store answers. Description of the Pulco pop-up store The Pulco pop-up store...
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 Chronicles published the story of Joshua Barbeau, a 33-year-old Canadian. Eight years earlier, the...
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). Below, we...
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 seconds The Lavazza Museum in Turin is dedicated to...
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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 cars’ marketing and branding aspects. Finally, we give multiple examples of the most famous continuation cars (Aston...
![Customer experience: definition, measurement, analysis [Guide, 2021]](https://www.intotheminds.com/blog/app/uploads/marketing-study-customer-experience-scale-TN-240x240.jpg)
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 than 40 years of history Understand the foundations of the customer experience Impact of customer experience on marketing practices Retail and...
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...
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 buy new...
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...
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 complementary : qualitative interviews with different stakeholders, focus groups (see our article...
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 CD to a friend ?...
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 interesting. We begin our series with a successful and...
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 firms, visiting fairs...
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