How to expand at 30% per year for 20 years: Translated did it
How can you achieve 30% growth each year and repeat this feat for 20 years? This is the challenge successfully met by Translated, a company run by Isabelle Andrieu and her husband. By striving for efficiency at all company levels, Isabelle Andrieu and her husband have built Translated into a translation giant. The company provides its services to all types of customers: from the most influential groups (Google, Airbnb) to individuals and small and medium-sized businesses. Isabelle Andrieu looks...
Outbound marketing: definition, the 8 techniques, effectiveness
Outbound marketing is a term that refers to the practices used by a company to reach out to its customers proactively. Outbound marketing is opposed to inbound marketing, which aims to let customers come to you. The two techniques are complementary in terms of sales strategy. They are integrated into the company’s marketing strategy and its marketing mix. In this article, we start by defining what outbound marketing is, detail the 8 variants, and look at the effects of digitalization. We conclude by examining...
The return of vertical integration
Vertical integration had fallen into disuse in the wake of globalization. But the Covid crisis has reshuffled the deck. Since 2021, vertical integration has been at the center of the strategies of companies like Amazon, Apple, Ferrero, Tesla, and NVidia. In this article, we explain why big companies are changing their approach. We also give you many recent examples that illustrate this paradigm shift. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you...
![Customer experience: key points and analysis [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/customer-journey-parcours-client-TN-240x240.jpg)
Customer experience: key points and analysis [Guide 2022]
Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer experience has become very complex in the digital age. It is said to be “multi-channel.” To better understand the process, it is interesting to visualize it, which implies knowing the different steps. This article details the main steps...
Amazon Prime Video’s pop-up store says a lot about the streaming market
The opening of the Amazon Prime Video pop-up store in Paris from 10 to 12 December 2021 had everything to please: a prestigious address (30 place de la Madeleine), a great brand (Amazon), a promising experience (the video club with Amazon-style), and all this in an ultra-ephemeral format (one weekend). This pop-up store is not insignificant. Beyond the customer experience proposed, it also reflects the state of the streaming market and the importance of acquiring new customers at...
![Marketing 360: definition, examples, action plan [Guide 2022].](https://www.intotheminds.com/blog/app/uploads/marketing-360-240x240.jpg)
Marketing 360: definition, examples, action plan [Guide 2022].
360 marketing is a communication strategy that relies on all relevant channels for the brand. Therefore, through a 360 marketing approach, it is necessary to identify and activate all the communication channels to reach prospects and customers. In this article, you will find a complete tableau of all the communication means according to the objectives pursued. If you are new to 360 marketing, take a look at our 5-step 360 marketing plan. Summary Marketing 360: definition How to select the right...
Alert on the misappropriation of intellectual property
Intellectual property misappropriation is a problem that originated in China and is rapidly developing in Europe. This misappropriation consists of a Chinese brand trying to acquire intellectual property rights on counterfeit products. Maître. Jérôme Tassi, whom we had already interviewed in the PicRights case, sheds light on this accelerating phenomenon. As an informed observer for several years, he tells us about several instructive examples and reveals the reasons for them. The misappropriation of intellectual property Misappropriating intellectual property is, in...
PayPal and Pinterest: a marriage of love or reason?
The race to differentiate has begun in the banking industry. PayPal is following the path set by the 3 banks we predicted wanted to create a “super app”: Revolut, Tinkoff, and Yono SBI. Now it’s PayPal that could buy Pinterest for $45 billion (although the company denied that it’s considering buying Pinterest “at this time”). Why PayPal and Pinterest could be complementary At first glance, PayPal and Pinterest have quite different business models. The first one is in online payments; the second...
![These 3 online banks are evolving their business model [Analysis].](https://www.intotheminds.com/blog/app/uploads/revolut-stays-240x240.jpg)
These 3 online banks are evolving their business model [Analysis].
Despite the record profits recorded by banks in 2021, their margins remain under pressure and their business model under attack from all sides by FinTech’s. Slow to change and evolve, they are being overtaken by online banks, some of which have decided to develop their business model by diversifying. Some like Revolut, Tinkoff, and Yono SBI propose to make purchases directly from the app. This movement is not insignificant and foreshadows what already exists in China with...
The Covid crisis: a double financial and technological bubble is forming
Do you remember the technology bubble of the 2000s? Do you remember the financial bubble of 2008? Well, 2021 marks the birth of a double bubble of technology AND finance that will wreak havoc. Get ready for a tidal wave that will engulf everything. If you don’t believe in the end of the world today, take the time to read the following lines to convince yourself. Onboard the crazy car of debt, we are heading at full speed...
![Why Amazon wants to open physical retail stores [Analysis].](https://www.intotheminds.com/blog/app/uploads/amazon-logo-store-240x240.jpg){kind=logo}
Why Amazon wants to open physical retail stores [Analysis].
According to the Wall Street Journal, Amazon is about to open large physical stores in the U.S. Of course, this is not the first time that Amazon has opened “brick and mortar” stores (Amazon Go, Whole Foods, Amazon Books), but these 3,000 square meters would imply a deployment on an entirely different scale. We propose an analysis of the reasons that could push Amazon to realize this strategic investment and the expected synergies. At the end of this article,...
8 examples of augmented reality for marketing
Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today’s article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and supporting a differentiation strategy. 1. Pizza Hut The principle Play Pac-Man with pizza boxes from Pizza Hut. How does it work? Simply scan the QR code on the pizza box via your cell phone. You are then...
Customer satisfaction: the beginning of a radical change for Ryanair?
Ryanair is not known for the quality of its customer service nor its interest in customer satisfaction. It sometimes provokes very violent reactions from dissatisfied customers. However, the Irish airline has just announced the creation of a Customer Advisory Panel to improve its service. Could this be a change in Ryanair’s marketing strategy? It is indeed not the first time that Ryanair gives voice to its customers. But Ryanair’s strategic position is unique after the Covid crisis, and the...
Reinventing the museum experience with eye-tracking
The customer experience in museums is mostly the same for everyone. It is linear. Our major cultural institutions do not propose differentiated customer experiences. The emerging use of Big Data in the museum space makes it possible to apprehend all the variations in visitor behaviour and to glimpse ways of improving it. In this article, I develop the idea of using eye-tracking to understand better how art is consumed and to propose new visitor experiences. Si If you...
+89% traffic in 6 weeks (+ bonus backlinks): how did I do it?
89%. That’s the increase in traffic I managed to generate on our blog during the lockdown period. I’ll explain how in this article. A mix of SEO, time investment and automatic promotion, the results were beyond my expectations. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban...
Neither V, U, or W. This is what the recovery will look like
In recent weeks, economists and analysts of all persuasions have been arguing about the nature of the recovery: V, U, W, L, all the letters have been used. Yet none of them seems to reflect my understanding of this crisis. In this article, I present my recovery scenario and explain why it is useless to hope for a rapid return to normal. Summary Recovery V is out of the picture It’s trust, stupid! Emotions dominate our decision...
After Covid: 11 possible scenarios, their risks and solutions
What will remain of the world after the Covid-19 tsunami? Changes in behaviour and the disappearance of companies are the most obvious consequences. In this dossier, we analyse 11 scenarios, their risks but also their solutions. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban Hendrickx,...
COVID-19 : 9 specific impacts on the advertising industry and its future
After a detailed analysis of the impact of the Covid crisis on the media industry, today, we look at the consequences of COVID for the advertising industry. The advertising industry is inseparable from the media business model. Except for public service media, financed by taxes, the entire media ecosystem is dependent on advertising revenues. The coronavirus crisis has very strongly impacted advertising revenues. This crisis will leave permanent marks. In our analysis, we, therefore, propose to...
Can a Belgian streaming platform beat Netflix?
In the days of confinement, interest in entertainment increases. The Belgians are looking to keep busy with free movies, and are interested in Netflix. The figures from Google Trends are conclusive. The research of Belgians since the beginning of the Coronavirus crisis also shows us that interest in the RTBF Auvio platform has never been so high. It even exceeds the level reached during the last football world cup. Does this mean that a Belgian content...
COVID-19: 8 concrete impacts on the future of the non-food retail sector
This article is part of a series of analyses devoted to the medium and long-term impact of COVID 19 on different sectors of activity. The report below on the non-food retail industry is in line with another paper we have published on food retail in the post-COVID19 era. We updated this article in October 2020 with the latest statistics on the impact of COVID on the retail sector in 2020. To receive our most recent reviews, subscribe...
9 concrete impacts of COVID19 on the future of the food retail sector
After my forecasts on the future of the aviation sector, I propose today to focus on the future of the retail food industry, in other words, the trade and mass distribution sector. 25% of jobs in the US are in the retail industry. The stakes of the effect of the coronavirus on this sector are therefore significant. To write this article, I interviewed several leaders of the retail sector, including CEOs of well-known brands. I also...
COVID-19: 7 specific impacts on the future of the aviation sector
Drastic reduction of fleets, staff cuts, accelerated closure of unprofitable subsidiaries, adjustments to security measures and sluggish demand. This is what awaits the airline industry. The COVID-19 crisis will have an impact for years, and the market will take years, perhaps a decade, to return to pre-crisis levels. In this article, we propose to analyse the domino effect that the paralysis of air traffic will have. You will discover in our analysis the concrete consequences of...
Marketing strategy. The subscription business model is changing radically.
One more step towards consumerism. We are continually dematerialising property, and this time it is Nike that has gone one step further by offering a subscription for trainers. The Nike Adventure Club, currently reserved to the United States for children aged 2 to 10, provides subscription packages of up to $50 per month and allows you to receive up to 12 pairs of trainers per year with promotional materials such as brochures, stickers, and so on…...
Nike Adventure Club: shoes by subscription
Nike has just launched the Nike Adventure Club, a system that allows children to receive up to 12 pairs of trainers per year. The system operates on a subscription basis. That’ s right: by subscription! The business model is innovative, and in this article, we analyse Nike’s marketing strategy and the background of this business model. What is the Nike Adventure Club? This is a “club” reserved for children aged 2 to 10 years old that...
Amazon is seeking to transform the competitive landscape in logistics
As early as 2014, we announced that Amazon would become a competitor to traditional delivery companies such as DHL and FedEx. The last five years have proven us right. After launching its network of automatic lockers, Amazon is putting additional pressure on its suppliers by encouraging its employees to become competitors of DHL, FedEx and other UPS through its “Delivery Service Partner” program. Amazon offers a bonus of €10,000 to its employees, three months’ salary and...
Using sensory marketing to improve your brand image
The company Arthur Dupuy, based in Montpellier, France, specialises in the creation of tailor-made olfactory signatures. We have interviewed its creator, Arthur Dupuy, to understand his actions and to examine customer expectations in this unique field of sensory marketing. The Arthur Dupuy Company. The only French company in the sector to be affiliated with a university, notably the University of Montpellier. The company is co-directed by a Doctor of Pharmacy, a teacher and researcher who is...
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. Nudie Jeans’ brand positionning...
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 that most of the internet trafic goes...
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 time horizon depending on myriad factors...
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 SSO market), David Teague and Maya Ross...
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 Urban Farm and I really...
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 In spite of her age she’s...
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. Your car has...
Service quality : the next retail challenge after Big Data
Algorithms have become instrumental in retailers’ strategies to increase loyalty among customers. We don’t know of any major retailer not having a Big Data team working on a.o. predicting churn, couponning, increasing loyalty, new segmentation, … Yet, what we also notice is that all retailers more or less all use the same tools, the same techniques for the same goals. It’s all about Spark, Hadoop, real-time processing and it’s true that technological progresses will certainly represent...
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![Colruyt champion of price changes [Research]](https://www.intotheminds.com/blog/app/uploads/pricing-60x60.jpg)
![In-store digital: customers want efficiency [Survey]](https://www.intotheminds.com/blog/app/uploads/flagship-store-lacoste-paris-champs-elysees-14-60x60.jpg)
![Pay the true price for your coffee at Albert Heijn [Nudge Marketing]](https://www.intotheminds.com/blog/app/uploads/true-price-albert-heijn-4-60x60.webp)
