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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
This element influences the perceived gender of a brand [Branding]
Sep05

This element influences the perceived gender of a brand [Branding]

Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the question that 3 Chinese researchers have tackled in a recent publication. 7 different pieces of research demonstrate that semantic elements associated with size (big, significant, small,...

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E-commerce: will the crisis mark the end of free returns?
Jul27

E-commerce: will the crisis mark the end of free returns?

Free returns have been a driving force in the development of e-commerce and customer loyalty. It is estimated that the average return rate (1 product out of 4) in e-commerce is 25% compared to 8% in physical commerce. Yet returns have a cost: financial and environmental. As we showed in 2011 in European-wide research, the final customer does not perceive the value of the delivery. The price of products has therefore evolved to include...

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Pricing: 6 techniques to influence consumers
Jul11

Pricing: 6 techniques to influence consumers

Pricing is the technique that aims to set the best price for the company. The ideal pricing maximizes the company’s profits while minimizing the risk that the customer perceives it as too high. It is, therefore, a subtle balance that you must achieve. In this article, we present 6 mechanisms you can use to influence the price perception in the customer’s brain. Some of them you will already know, others less so. Awareness...

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Luxury watches for men: analysis of a market in full swing
Jun10

Luxury watches for men: analysis of a market in full swing

In times of war, only two things retain their value: a Rolex and gold. This famous adage has been illustrated in recent months by the explosion in the price of luxury watches for men. It’s pretty simple: there is nothing left to sell for some brands. For example, at Patek Philippe, Rolex, and Audemars Piguet, there are no more products available, and the waiting period is up to 10 years for some models. As a result, the market...

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Luxury product packaging: an incredible parallel market
May18

Luxury product packaging: an incredible parallel market

Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain that objects that seem so insignificant find a buyer? From where does their value come? This article explains the role of packaging in the buying experience and analyzes why some people are willing to...

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Will responsible consumption resist inflation? [Analysis]
May06

Will responsible consumption resist inflation? [Analysis]

In a recent survey, responsible consumption, particularly recycling, appears to be a fundamental trend. 74% of consumers say they buy responsible products at least occasionally. But how will this quest for responsibility evolve in the face of inflation and the resulting impoverishment? This article analyzes consumer aspirations in light of the current and future economic situation. The figures for responsible consumption 74% of...

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Investing in the metaverse: 3 reasons to get started [Analysis]
May04

Investing in the metaverse: 3 reasons to get started [Analysis]

Investing in the metaverse is very trendy. In particular, in the fashion and luxury industries, companies are showing significant interest. If we can debate the generalization of the metaverse or the ethical problems it poses, one thing is sure. The metaverse is a reservoir of opportunities for those who want to reach early adopters. In this article, we analyze 3 reasons companies invest in the metaverse: to generate additional...

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Nudge marketing: examples, definitions, detailed analysis [Guide 2022]
Apr05

Nudge marketing: examples, definitions, detailed analysis [Guide 2022]

Nudge marketing is the set of techniques that allow us to push human beings to adopt certain behaviors for marketing purposes. Useful in the context of social marketing, we can also use nudge marketing to encourage behaviors that are detrimental to the person’s interests. These are called “dark patterns,” legion in mobile applications and video games. This article will review the origin of the word nudge, the...

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Marketing: what good will the metaverse really do for brands?
Feb16

Marketing: what good will the metaverse really do for brands?

What interest will brands find in investing in the metaverse? I think that in the end, the metaverse will be just another marketing channel like social networks or web 2.0. But it will open a new market to sell experiences that are not available in the real world. The pornography market could well experience a technological revolution thanks to it. Only for our subscribers: exclusive analyses and marketing advice Email address  *...

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Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s
Feb14

Vuitton x Nike Air Force 1 by Virgil Abloh: a crazy sale at Sotheby’s

These are truly crazy times. How else can you explain that 200 pairs of Nike Air Force 1 Virgil sneakers sold for an average of over $100,000 each? That’s what happened at the online sale that Sotheby’s organized from 26 January to 9 February 2022. The sale result, proudly announced on the Sotheby’s page (see screenshot below), leaves one breathless: $25,332,300. The starting estimate was already generous for a pair...

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Marketing and advertising: 5 innovative uses of the QR code [Research]
Sep15

Marketing and advertising: 5 innovative uses of the QR code [Research]

The QR code has been around since 1994 and has expanded over the years beyond the industrial context for which it was invented. Marketing professionals have seized the possibilities offered by the QR code and have imagined multiple applications. We present below 5 different fields that have seen the innovative use of QR codes. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing...

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The interest of eye tracking in the retail sector [Guide 2021].
Apr28

The interest of eye tracking in the retail sector [Guide 2021].

Eye tracking is a technique used in the marketing field since the 1980s. It allows optimizing advertisements and packaging design and naturally finds its main applications in the retail sector. Eye tracking allows piercing some of the mysteries surrounding consumers’ purchasing decisions by analyzing where their attention is focused. This technique is therefore of great interest in terms of optimizing the customer experience....

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Will wine in cans be as successful as the Bag-in-Box?
Apr14

Will wine in cans be as successful as the Bag-in-Box?

Will wine in cans be the next trendy format? In the current context, nothing is impossible. The Covid crisis is changing habits, and a design like the Bag-in-Box (BIB) now accounts for half of all sales. Why shouldn’t wine in cans follow the same trajectory? This article traces this particular format’s history, and we have interviewed a winemaker who has gambled on this format. Summary The Bag-in-Box format dominates the...

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Wine: increase in purchases and domination of bag-in-box [Market research]
Apr07

Wine: increase in purchases and domination of bag-in-box [Market research]

2020 will have been a very atypical year. Market Research on the wine market in France shows that the habits of the French have changed. Consumption has increased significantly, and Bag-in-Box (BIB) now represents almost half of the wine sales in supermarkets. In this article, we propose a reading of these trends and highlight the changes in the behavior of wine buyers. In particular, we will look at the wines benefiting the most from...

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Valentine’s Day Figures [Market Research]
Feb17

Valentine’s Day Figures [Market Research]

Commercial party or a romantic celebration? The debate is topical every year. What about Valentine’s Day figures? More than 27 billion dollars were spent in the United States in 2021 for February 14, compared to about 13 billion euros in France (or more than 15 billion U.S. dollars). A look back at market research and figures related to February 14. Some figures on February 14 36 million heart-shaped boxes of chocolates sold in...

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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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[Podcast] Teaching children to use digital technology
Nov23

[Podcast] Teaching children to use digital technology

Nathalie Kuborn (We Are Coders), Gaëlle Girardeau (Cood) and Christophe Coquis (Geek Junior) talk to us about learning about computers, digital technology and the introduction to digital culture for children: the market, courses and advice. The market for teaching digital technology to children The emergence of a need The market for computer-based learning for children is emerging. For Gaëlle, this can be explained by the fact that we...

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Reinventing the museum experience with eye-tracking
Nov11

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...

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[Podcast] Optimising sales prices with Pricing HUB
Nov09

[Podcast] Optimising sales prices with Pricing HUB

Discover this entrepreneurial adventure in this new podcast. 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, Reaklab Sommaire Chapter 1: your entrepreneurial experience in 3² point Chapter 2: The genesis of the business idea Chapter 3:...

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How to increase the number of retweets [research]
Nov04

How to increase the number of retweets [research]

Increasing visibility on social media has become essential for any good brand that respects itself. For some of them, Twitter is a platform of choice. But with the rules of the game primarily influenced by social bots, how can you make the most of it? In particular, how can we increase the number of retweets? This is the question asked by two marketing researchers who published their results in the International Journal of Research in...

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Market research: shared electric scooters
Oct23

Market research: shared electric scooters

Shared electric scooters can be found in many cities and have gradually taken their place in the market for shared means of transport. While shared bicycles are a well-known mobility option and are present in many metropolises, shared electric scooters have established themselves as an essential part of urban mobility over the last 2 years or so. Summary Market statistics for shared electric scooters Market overview Competition and...

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Market research: Bulk buying and zero waste market
Oct16

Market research: Bulk buying and zero waste market

Many social movements point to our environmental footprint. To take the example of the city of Brussels: climate protests were organised once a week for several months in early 2019. Consumer behaviour is following this trend as more and more consumers are starting to shop in “zero waste” shops. Indeed, consumers are becoming more and more aware of their environmental footprint and their responsibilities in this respect,...

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Nudge: 3 tips from Nespresso to sell its most expensive machine
Oct14

Nudge: 3 tips from Nespresso to sell its most expensive machine

Nudge marketing techniques can be used to promote good behaviour. But they can also be used to direct your buying behaviour in favour of the seller. This is what Nespresso is doing as part of the promotion of its subscription offer that we have already discussed here (note in passing the price increases). You have to admit that the marketers at Nespresso are smart (remember the Prodigio offer to track your slightest purchasing...

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8 factors influencing customer loyalty after a complaint
Oct07

8 factors influencing customer loyalty after a complaint

Good customer complaint management has proven its effectiveness in increasing customer loyalty for decades. Recent market research, published in September 2020 provides insight into how this efficiency varies according to your business sector. This is the first research to understand the economic, sectorial and relational effects on customer loyalty after a complaint has been processed. The authors study the differences between...

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[Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten
Sep18

[Podcast] Drug trafficking in Antwerp: anthropological research by Teun Voeten

Teun Voeten relates in this podcast how he combines science and journalism to produce unique sociological and anthropological studies. With a doctorate in cultural anthropology from the University of Leiden, Dr. Teun Voeten has spent 30 years of his life travelling the globe and dealing with wars and conflicts around the world. Only for our subscribers: exclusive analyses and marketing advice Email address  * Subscribe By signing...

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Market research: Tax incentives for electric cars in Europe
Sep04

Market research: Tax incentives for electric cars in Europe

Today, electric vehicles are even more expensive to purchase than internal combustion vehicles. Fortunately, there are tax incentives for the purchase of electric cars in Europe. These incentives are intended to simplify the transition to cleaner mobility. Discover in this article a comparison of the different financial incentives depending on the country.   Summary France Belgium Luxemburg Great Britain Germany In France The...

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Can a Belgian streaming platform beat Netflix?
Apr29

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...

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This is what the post-COVID-19 era will look like: new behaviours and impacted activities
Apr08

This is what the post-COVID-19 era will look like: new behaviours and impacted activities

In a previous article, I showed that the confined French were adopting new consumption habits. Their research on the Internet shows this. But how will we react once deconfinement is allowed? Will we go back to our little practices or will our behaviour change? What will be the economic impacts of these new behaviours and how will companies have to adapt? This is what I suggest we explore in this article. This analysis is part of a...

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Google Trends reveals our new behaviours during Coronavirus
Apr01

Google Trends reveals our new behaviours during Coronavirus

What are the new habits caused by confinement? How does consumer behaviour change when consumers are stuck at home? Which companies will be the big winners from the Coronavirus crisis? This is what we invite you to discover thanks to the evolution of the research carried out on google. We have selected 22 keyword searches carried out over the last 90 days in France and Belgium. They are the perfect mirror of our questions as humans...

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Market research on the market for organic products
Mar30

Market research on the market for organic products

In Europe, the organic market and thus, the consumption of natural products is growing steadily. The mass retail sector dominates the sale of food products, while the short distribution channel and specialist shops are competing fiercely for ever more significant market share. In this article, we look at some key figures of the organic food market to provide an overview of the organic food market. Update (April 2021) Online market...

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Retail: Levita’s levitation of objects in the shop window
Dec13

Retail: Levita’s levitation of objects in the shop window

Always looking for new trends in the retail world, this year we returned to interactive window displays, which are increasingly used by brands to differentiate themselves from their competitors and offer a unique experience to their customers and attract shoppers. Today, two magicians (Clément Kerstenne and Philippe Bougard) put their tricks in-store and create shop windows that levitate objects. Philippe and Clément tell us about...

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You can shop at Sephora without being disturbed
Dec11

You can shop at Sephora without being disturbed

The consumer is becoming more and more independent and has less and less need for salespeople for his purchases. Sephora has understood this well and has even developed an ingenious system to ensure that customers are not disturbed. A paradox as it goes against most beliefs on the subject, that contact between salespeople and customers makes it easier to sell. But we have to admit that behaviours are changing.  Has the time come when...

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FMCG: consumers’ purchase behaviors are increasingly different
Sep18

FMCG: consumers’ purchase behaviors are increasingly different

In our last article, we showed how new tools, based on “data”, allow large FMCG groups to keep up with market developments and consumer expectations. In today’s article, we reveal the effects of the evolution of the FMCG (“Fast-Moving Consumer Goods”) market on consumers’ purchasing habits. A recent study (August 2019) by the University of Chicago unveils an unexpected phenomenon: the rise of niche...

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Gmail: a friend who wishes you well (but who will not let you go)
Jul29

Gmail: a friend who wishes you well (but who will not let you go)

Gmail has just launched a new feature: dynamic emails. This new feature, described in a Google blog post, introduces a subtle innovation that contributes a little more to the creation of an ecosystem from which we cannot leave. Under the guise of improving the Google user experience and its multiple subsidiaries seek to keep users captive at all costs. Explanations in today’s article and feedback on the featured snippets...

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How smartphones have changed our lives and enslaved us
Jul22

How smartphones have changed our lives and enslaved us

You probably won’t read this article up to the end. And that’s because of smartphones. Smartphones have changed our lives. For the good but also for the worse. This article is not about the positive contribution of smartphones to our lives, it’s about its pervasive effects on our behavior and in particular on how it changes the way our brain works. “I want my life back” was the starting point of my quest...

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Evolution of alcohol consumption and the market for de-alcoholisation
Jun12

Evolution of alcohol consumption and the market for de-alcoholisation

The evolution of alcohol consumption in Europe is leading many industry players to rethink their offer. In this article, we return in particular to the initiative launched by Philippe Stassen and the Meurens brothers who are joining forces to propose a new de-alcoholisation offer in the Charleroi region. Alcohol consumption in Europe In France, alcohol consumption has been on the decline for nearly 80 years. While a Frenchman consumed...

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