Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
If you are addicted to your social media, it’s because you suffer of FOMO
Jan19

If you are addicted to your social media, it’s because you suffer of FOMO

A recent research (Blackwell et al. 2017) has investigated the antecedents of social media addiction. In other words, what makes us look at Facebook, Linkedin, Twitter dozens of times every single day. Five variables were tested : age, extraversion, neuroticism, avoidance, anxiety, and Fear of Missing Out (FoMO). The results, published in the per-reviewed journal “Personality and Individual Differences” show that only fear...

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Artificial intelligence: are algorithms biased by nature ?
Mar20

Artificial intelligence: are algorithms biased by nature ?

I attended a workshop at the Maastricht European Centre on Privacy and Cybersecurity where I met Prof. Alessandro Mantelero of Polytecnico di Torino. Prof. Mantelero is well known as a specialist in the protection of personal data, which has become a very important topic with GDPR. In his talk he was discussing among other things the biases of algorithms and highlighted the need to avoid them. Using examples from the insurance sector...

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What do buyers of online news content look like?
Apr22

What do buyers of online news content look like?

Are people willing to pay for online news content? This question has been studied by many people, academic and auctioneers alike. The answer which has consistently been brought is that users are indeed willing to pay for content. But results have to be interpreted carefully. Most surveys deal with “purchase intentions”, which is not the same as “actual purchase”. You may well declare to someone you intend to buy something; but when...

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Make your ads more effective with this very simple tip
Feb13

Make your ads more effective with this very simple tip

I’m more and more interested in media and advertising and have recently read a lot to better understand consumer behavior when faced with advertisements. Today I’d like to offer you a lesson taught by researchers using eye-tracking to understand consumers’ reactions in front of ads. Exposure to ads is very brief As you may know exposure to ads is typically very short. It’s measured in milliseconds and researchers consider that people...

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Merchandising effect around Charlie Hebdo threatens brands
Jan16

Merchandising effect around Charlie Hebdo threatens brands

The wave of emotion following the attacks of Paris led to a very strange marketing phenomenon : people tried to sell stuffs related to Charlie Hebdo popped up online and offline to profit from the worldwide press coverage the event got. Last Saturday I was interviewed by RTL on this very topic and thought it might be interesting to put my reflexions on paper. Why are people trying to take profit of the event? Greed. There is only word...

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Innovation in the postal sector. Episode 5 : automatic lockers
Mar28

Innovation in the postal sector. Episode 5 : automatic lockers

Here’s already the fifth episode of our series (read here episodes 1, 2, 3, and 4) on innovation in the postal sector. The postal sector is one of the most innovative and adapts constantly to new or emerging consumers behaviors. Automatic lockers is one very successful example. Episode 5: automatic lockers to better match customers’ needs and behaviors A widespread solution in Europe As you will read from the section below,...

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How to improve customer engagement with little details
Mar07

How to improve customer engagement with little details

Short post today about an article I recently read on Bruce Temkin’s excellent blog about how the design of formularies influenced the response rate of customers to a very serious question : are you willing to give your organs after your death? It remembered me a video posted a while ago (in 2009 to be precise) of staircases transformed in a musical instrument and showing how it made people change their behaviors. Here’s some...

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What’s App leverages habits to get loyal customers
Feb19

What’s App leverages habits to get loyal customers

Today’s post will be short. It’s an example on how to make sure you get always high loyalty rates in your business. I found this example while reading an article in the newspaper about What’s App, this wonderful little mobile application that allows some 400 million people worldwide to communicate free-of-charge with each other.   Free the first year, 0,99$/year afterwards While other apps exist on the market for the same...

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From leads generation to habits generation

On Oct 18th we were invited by the Cluster Software in Brussels to give a presentation on marketing. The topic chosen for the workshop was “Lead generation” and we found interesting to present on customers’ habits, a new way to approach loyalty. You’ll find the presentation below … nicely done with the amazing Prezi...

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The coffee capsules war will not happen
Mar14

The coffee capsules war will not happen

Sara Lee launched last year its Nespresso-compatible capsules. In Paris only 100000 samples were given for free. In August Sara Lee announced that they had reached the 100m$ revenues with this product. Still, the question remains for me whether this can be considered a success. Last year we already challenged this assumption on our blog and we are confirming our analysis today. What if this result was only the consequence of a...

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The counterfeiting industry and the consumer behaviour
Feb24

The counterfeiting industry and the consumer behaviour

I already dealt with Bottega Veneta this week, the ultra luxury Italian brand. Like many other luxury bag brands, Bottega Veneta is subject to counterfeiting. A long-debated question is whether counterfeiting is a fate or a sign that a brand is successful. This was the subject of much discussion at the International Marketing Trends Conference in Venice, which ended January 21, 2012. Bottega Veneta, Vuitton and the like are a...

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Paul bakeries: when service and brand image do not match
Nov09

Paul bakeries: when service and brand image do not match

Paul … an oasis of gastronomy in a culinary desert. Everything is made to remind you the long forgone past of tasteful products: sales point are covered with oak-like veneer, decorated with pieces of furniture that could fit in your grandmother’s interior. Even the door of the garbage room is painted in an artificially aged green lavish veneer. All those clichés work pretty well I must confess. Paul is like a Starbucks. If you want to...

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The Belgian Post wants to rejuvenate postcards
Jul15

The Belgian Post wants to rejuvenate postcards

The Belgian post, who recently was renamed BPost, just launched an original app for smartphone. This app aims at sending a postcard; a real one actually. We’ve been used to virtual postcards for years and with this app BPost offers the consumer to write his/her text, choose the design (for instance use a picture of his/her own) and have a real card sent on his behalf by BPost for 2,35€. My take: At first the idea is original and it...

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We love Dandoy
Jun27

We love Dandoy

We had a meeting last week with Dandoy, one of the most iconic company of Brussels and an international symbol of success for Belgium entrepreneurship. I’m a Dandoy-addict and went to one of their stores last weekend. Back home I realized that their products not only tasted great but we also particularly photogenic. I took some pictures just to realize that one of Dandoy’s cornerstones for success was at my fingertips. Do...

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What a face !!
Jun08

What a face !!

An article published in the latest issue of the « Journal of Marketing » (It’s got the look : the effect of friendly and aggressive « facial » expressions on product liking and sales ; Jan R. Landwehr, Ann L. Mc Gill, Andréas Hermann ; vol.75 May 2011, pages 132-146) confirms in a scientific manner what some of us may have discovered themselves: we perceive human faces in products shapes (the case study of the article is based on cars...

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Price unfairness and customer satisfaction
Apr06

Price unfairness and customer satisfaction

Drawing on previous research which proved the effect of price unfairness perceptions on customer dissatisfaction, Xia, Monroe and Cox (2004) suggest that price fairness perceptions influence assessments of product value and customer satisfaction. They classify the antecedents of price unfairness perception into four groups: the variables that specify the context of the comparative transactions, information that provides reasons why a...

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Nostalgia …. once again
Nov12

Nostalgia …. once again

I talked about it more than enough on this blog. Nostalgia is a major trend in marketing. All brands are using it and it becomes to be too much. If brands keep using the same trick again and again consumers will eventually want something else. My short visit to SIAL 2010 in October was a good opportunity to confirm that nostalgia can be spotted everywhere. A few examples : I just stooped counting the brands of biscuits using nostalgia...

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Show me the size of your logo and I will tell you who you are
Sep24

Show me the size of your logo and I will tell you who you are

The way logo are exposed on luxury goods, and in particular brand prominence, reveals a lot about yourself. This is the conclusion of an astonishing study published in September 2010 in the Journal of Marketing («Signaling Status with Luxury Goods: The Role of Brand Prominence» by Young Jee Han, Joseph C. Nunes, & Xavier Drèze). The authors carriedout several experiments and first proved that brand prominence on luxury goods was...

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