Nudie Jeans builds a community around upcycling and quality
On my recent tour of the Berlin retail scene (see for instance my other posts on New Era and Soho House) I discovered Nudie Jeans, a Swedish brand whose store is located on Münzstrasse, next to the Levis store. Today’s article is short and will quickly walk you through the positioning of this brand and my analysis of the customer experience. Eventually I’ll also touch customer satisfaction and loyalty in this context....
2/3 of value lost in 18 months: future of Snapchat doesn’t look good
What is Snapchat’ future? Will Snapchat still be alive in 5 years from now? In the light of the latest financial results investors can be doubtful. We predicted this downturn 3 years ago when most people were seeing Snapchat as the next Facebook, the best social media to capture the attention of the younger generations. Snap Inc. has lost 2/3 of its value in 18 months Snap Inc., the company that owns Snapchat, was introduced on...
What’s the marketing secret behind Frank Woolworth’s fortune?
The Woolworth building is one of New-York’s most iconic buildings. Not only was it the tallest building of the world from 1913 until 1930, but it also conveys the history of a brand that has revolutionized retail before going bankrupt. How did retail look like at the time of Frank Woolworth ? Frank Woolworth was a legendary businessman but also a legendary inept salesman. His inability as a salesman is told to have led him draft...
Do you know your customers ? On the importance of data sovereignty
On the occasion of my keynote at RTBF, I introduced the term of “data sovereignty” to justify the use of a single-sign-on system. In today’s blog post I’d like to come back on my concept of “data sovereignty” and what it means for your business. 75% of internet trafic goes through facebook and google In his famous article “The web began dying in 2014, here’s how” André Staltz shows...
Ghost kitchens : the next disruption in the restaurant industry?
I recently reflected on Deliveroo’s and Uber’s ghost kitchens which have appeared in various cities (read here and there) of the US and in London (read this article in the Guardian). Those ghost kitchen make perfect economic sense : margins are thin in the restaurant industry, driven by high employees-related costs, rent, expensive equipment and variability in demand. Setting up a restaurant is a bet with a 5 to 20-year...
Market research : authentication on media website, a growing trend
As announced in an earlier article of this blog, I organized a 2-day conference on Single-Sign-On at RTBF (read more here). From a market research perspective this conference allowed participants to clearly understand that SSO was a growing trend among public service broadcasters. We had the please to listen to 9 amazing speakers from very different organizations and horizons : Tim Rowell (Piano.io), Ben Sekhon (Gigya, leader on the...
How Delhaize Urban Farm fits into their marketing strategy
Supermarkets Delhaize are known for a marketing strategy based on differentiation : premium products and a broader assortiment are part of Delhaize DNA. Delhaize has also invested for several years in its branding and has started positioning itself as a respectful brand. The opening of its urban farm on top of Delhaize Boondael (Brussels) roof is a cornerstone of this strategy. I had the pleasure to be invited by Delhaize to visit the...
My blog is worth 221000€ and this is how I got there
Next to the guest blogging offers I receive every single day, I also receive offers from agencies which want me to pay them for writing on my behalf. Such a company (called Ridigio) got in touch with me a few months ago to propose its services. I had an interesting discussion with their salesrep and realized how much my blog was worth : some 221,000€. How I got to this total is simple : their most basic offer starts at 85€ per...
Digital innovation: does your market segment care ?
Tech-savvy entrepreneurs love to imagine solutions to digitalize our world and change consumers’ usages. Adoption is usually the problem that occurs. It’s therefore essential to ask you this question beforehand: “do your target customers care enough to change their habits” ? To illustrate the problem, let me tell you a story. The story of my 80-year old mother-in-law. My mother-in-law writes phone numbers on the back of her cell phone...
Mobile Me : your car has no secrets for Mercedes
Nowadays cars can be connected with your smartphone ; not only to make calls but also to control your car at distance. The Mercedes Me application enables the owner to monitor basic and more advanced functionalities of the vehicle through his smartphone. The presence of a SIM card transmitting the information to the smartphone is the enabler of this enhanced connectivity ; but it may also enable Mercedes to become a data provider....
