Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Delhaize Fresh Atelier: analysis of a retail concept and new openings
Mar01

Delhaize Fresh Atelier: analysis of a retail concept and new openings

In November 2018, the Ravenstein Gallery, near Brussels Central Station, saw the emergence of the new retail concept of Delhaize, the Belgian mass retail company belonging to the Ahold group, called “Fresh Atelier”. The city of Louvain (Leuven) has also hosted a Fresh Atelier in the Diestsestraat since December 2018. This new store concept aims to refocus on consumers’ expectations, both in terms of their consumption...

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Tribute to Karl Lagerfeld, an outstanding artist and a marketing genius
Feb25

Tribute to Karl Lagerfeld, an outstanding artist and a marketing genius

Karl Lagerfeld is no longer with us. A fashion genius, he was also an extraordinary multi-talented and accomplished artist whose many facets were reflected in his artistic practices. The first paradox for this man who did not claim to be an artist for Chanel and who reiterated that the preservation of the “artistic” director in his role depended on the number of bags sold. A way of reminding us that it is above all...

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Interactive showcases: the innovative tool that retailers have always dreamed of?
Feb20

Interactive showcases: the innovative tool that retailers have always dreamed of?

The creation of attractive storefronts is an integral part of the marketing plan in the retail sector. In the digital age, retailers are moving towards interactive displays. Storefronts that adapt to their environment and create interaction with this environment while keeping essential functions such as displaying the brand’s new products, promoting ongoing discounts, and much more. In this article, we will review the status of...

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Online questionnaires in market research: beware of convenience samples
Feb15

Online questionnaires in market research: beware of convenience samples

We have recently devoted an article to the mistakes that should not be made when carrying out online market research (what is commonly called an online “survey”). One of these errors was the use of a convenience sample. In today’s article, we return to this term and explore the subject further to enable you to achieve more reliable results when conducting your market research.   Convenience sample Rented panel...

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Customer satisfaction : Bpost Bank makes basic marketing mistakes
Feb13

Customer satisfaction : Bpost Bank makes basic marketing mistakes

Admittedly, interest rates are at their lowest. Certainly, the savings of Belgians have never been so high. Indeed, the banking sector is under pressure. And yes, bpost is not doing well. But is it really enough to explain that Bpost Bank, the Belgian postal bank 50% owned by Bpost and 50% owned by BNP Paribas, is making such gross marketing errors by unilaterally and in the shadows deciding to make its customers pay their cash...

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Facebook’s hidden strategy to increase your addiction
Jan18

Facebook’s hidden strategy to increase your addiction

As part of my good resolutions for 2019 I decided to further reduce my use of social networks which take my precious time away. Banning Facebook during the month of January was my first step to achieve my objectives. To resist the temptation I logged out from all my devices to make it more difficult to access Facebook. In 2018 I also drastically reduced the number of notifications to avoid those temptations. It seems however that...

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10 mistakes to avoid in your online survey
Jan16

10 mistakes to avoid in your online survey

An online survey is an essential part of any proper market research. While it has become much easier thanks to the Internet to carry out a quantitative survey than it was 20 years ago (the blessed time of paper questionnaires!), the fact remains that preparing a good questionnaire cannot be improvised. This is not an exercise that can be done on a corner of the table. In today’s article, we have compiled a list of 10 mistakes...

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What are the differences between B2C market research and B2B market research
Jan14

What are the differences between B2C market research and B2B market research

We have just devoted two very detailed articles to market research in B2C and market research in B2B. Aware that all the information will probably be confusing to assimilate all at once, we have prepared a concise overview table that presents the methodological differences between these two types of market research. Read also: Read our white paper on market research This table shows two kinds of information: You will, first of all,...

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How to conduct market research in B2B?
Jan11

How to conduct market research in B2B?

B2B market research has some notable features when compared to B2C market research (see the full article we have devoted to B2C here). As the targets are not the same (B2B companies, B2C end consumers), adaptations (strategy, marketing, and so on) must be made to take these differences into account. In this section, we invite you to explore these differences with you, which will then lead us to propose market research methods adapted...

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How to do market research in a B2C setting?
Jan09

How to do market research in a B2C setting?

The purpose of this article is to present the ins and outs of B2C market research with a particular focus on the methods used and the difficulties expected. While in our online market research guide, we have discussed all the techniques and tools available to carry out ideal market research, today we will modestly try to focus on a series of the minimum steps to be undertaken by would-be entrepreneurs, startups and more generally all...

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