Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Pagani’s attention to details creates a unique customer experience
Sep04

Pagani’s attention to details creates a unique customer experience

Last month I had the chance to visit the Pagani car factory in San Cesario Sul Panaro near Modena. In the heart of the Italian “Motor Valley”, Pagani has been producing coveted hyper-cars all over the world for almost 30 years at a rate of 40 units per year. The base price of the latest model: €2.2m (excluding VAT and excluding options). Horacio Pagani, the creator of the eponymous brand, has developed a company of 150...

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Customer Experience: Polette puts sex toys in a shop window display
May15

Customer Experience: Polette puts sex toys in a shop window display

Last week, a shop window display aroused my interest as I walked through the streets of downtown Brussels. I was not the only one to stop in front of the Polette store, rue du Marché aux Herbes. How could it have been otherwise when moving sex toys were displayed in the window? In the series of interactive store windows, this one is at least, quite remarkable. Market research is also about that: observe trends. We have interviewed...

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Major Retail Outlets in City Centres
May08

Major Retail Outlets in City Centres

After many years of focusing on opening stores on the outskirts of major cities, Ikea opened this week in Paris, on May 6, 2019, 23 Boulevard de la Madeleine in the 1st arrondissement, its first retail outlet adapted to city centres. Summary Ikea in the city centre Retail outlets located far from the outskirts of the city What are the main advantages?   Ikea relocates to the city centres This unique concept launched by Ikea is...

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Customer experience: This Lisbon store uses a magical recipe to make you buy
Apr26

Customer experience: This Lisbon store uses a magical recipe to make you buy

Rarely have I seen a store that used marketing so efficiently to unconciously make people buy. “O Mundo Fantastico Da Sardinha Portuguesa” is a a store located on Praça Rossio (Rossio square) in Lisbon which seels sardines in box. Boxes are colorful, bear the mention of a year and a few facts about that year. Different colors are associated to different decades. O Mundo Fantastico Da Sardinha Portuguesa uses several...

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World Packaging Organisation: our eye on the Awards
Apr17

World Packaging Organisation: our eye on the Awards

The well-known World Packaging Organisation (WPO) will announce the winners of the World-Star Packaging Awards 2019 next month, on the 15th of May. Considering the role of packaging on purchase decisions, we have chosen some of the finalists and analysed their packaging for you. Country Designer / Manufacturer Product Originality Packaging trend 1. Finland Jospak Oy Food trays 100% recyclable and customisable Eco-friendly...

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Marketing research: the 4 dimensions of online customer experience
Apr01

Marketing research: the 4 dimensions of online customer experience

There is a lot of debate around the definition of customer experience. Despite intense marketing research there is for instance still no valid scale to measure it. Seeing a paper on online customer experiences published in the Journal of Marketing was therefore an exciting event for me. It’s entitled “Creating Effective Online Customer Experiences” and is authored by 3 scholars : Alexander Bleier, Colleen M....

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Audi e-tron : a track to test it at Munich airport
Mar08

Audi e-tron : a track to test it at Munich airport

The new Audi e-tron is the first 100% electric SUV of the Ingolstadt-based brand. It’s quite unique and competes head-to-head with the new Jaguar i-Pace (which just got the prize of Car of the Year 2019). Audi promoted its new vehicle in a very clever and spectacular way at the Munich airport. While on business trip in Bavaria I was pleased to discover a temporary installation outside the airport terminal. Audi had installed a...

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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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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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Customer experience: this restaurant offers a digital detox
Sep26

Customer experience: this restaurant offers a digital detox

During a dinner with a customer, I witnessed an unusual but nowadays widespread scene. A couple, sitting a few tables away from us, spent their evening on the phone. Even though they were sitting opposite each other, the conversation only took place via their smartphones. An unfortunate time, when nothing is shared, except for his or her solitude. The smartphone becomes a mediator, the digital reflection of a very real solitude. What...

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Nudie Jeans builds a community around upcycling and quality
Sep21

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....

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Customer experience: this Aesop product is a disaster
Sep19

Customer experience: this Aesop product is a disaster

Aesop is a great brand. I respect it a lot and often cite it in example as far as customer experience, branding and retail strategy are concerned (not mentioning their great store designs). Read also: One Day One Idea : Aesop’s technique to get customers in the store But for once I’m disappointed. Very disappointed. I was having lunch in an upscale restaurant in France during my holiday and was shocked to discover one particular...

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Customer experience: is Soho House Berlin the future of concept stores?
Sep17

Customer experience: is Soho House Berlin the future of concept stores?

Soho House is known as a group of private members’ clubs around the world. Of English origins the concept has spread into continental Europe too. Berlin has its Soho Club too and the non-private parts are worth a visit, especially the concept store on the ground floor which is in our opinion a model of what the future of retail will look like. Before we report on our visit there, let’s have a brief introduction on the Soho...

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Renault opens 100% electric vehicles store in Berlin
Sep14

Renault opens 100% electric vehicles store in Berlin

Car manufacturers are betting on alternative energies to sustain their growth. As on our market research revealed, the market for electrical cars is growing at different paces in Europe with Germany being one of the top markets in 2016. Logically manufacturers are trying to communicate more on the advantages of these vehicles and Renault, as market leader for electrical vehicles with a market share of 23.7% in Europe in 2017, opened a...

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Customer experience : finally a scientific scale to measure it
Aug22

Customer experience : finally a scientific scale to measure it

How to measure customer experience? This question has led many researchers on the path to developing scales to quantify something that is highly subjective by nature. Read also: Yet most customer experience scales were until now limited to one particular domain or one particular moment of the customer experience (to get an overview of those moments please read our article on the subject). At the EMAC 2018 conference one research...

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American Eagle makes your pair of jeans and the customer experience unique
Apr19

American Eagle makes your pair of jeans and the customer experience unique

How to create a unique customer experience and differentiate you from the crowd ? This is a recurrent topic on this blog (see for instance our analysis of the Sonos and Flying Tiger customer experiences). Today we’ll analyse the in-store customer experience offered by an American fashion brand : American Eagle. Make your pair of jeans your very own : a unique customer experience The concept behind American Eagle is that each...

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Flying Tiger: here’s how a unique customer experience is created
Mar21

Flying Tiger: here’s how a unique customer experience is created

If you are looking for the quintessence of customer experience, look no further. This store counts only on its customer experience to drive its sales : it’s called “Flying Tiger Copenhagen“. And believe it or not I visited one store of this Danish brand for the first time a few weeks ago. I paid a visit to the store located next to the Flatiron building in New-York. A store full of 1$ and 2$ stuff  This store...

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Sonos flagship store offers a unique customer experience
Mar19

Sonos flagship store offers a unique customer experience

Sonos is a high-end brand of audio equipment for the home. The Sonos flagship store in New-York is a model of outstanding retail customer experience. Follow us for an inspirational tour of this retail space located at the heart of SoHo, one of New-York’s most fashionable retail districts. How Sonos creates a unique in-store customer experience Unlike any other store the products are not prominently displayed in the Sonos...

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A qualitative market research of the Hollister & Co. brand perceptions
Feb21

A qualitative market research of the Hollister & Co. brand perceptions

How do you explore customers’ perceptions about a brand ? Which methodologies should you use to elicitate brand images ? A recent research published in the Journal of Retailing explores consumers’ perception of Hollister and Co. and uses for this aim a vast array of market research techniques. Market research methods The methodologies used by the authors to explore consumers’ feelings, unconscious thoughts are...

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Sonia Rykiel store in London : what a customer experience !
Dec06

Sonia Rykiel store in London : what a customer experience !

This is not a store. This is a home. In London Sonia Rykiel welcomes you in a red-painted Parisian salon, one that you may have dreamt of but never had a chance to visit before. Everything in this boutique recreates a very special atmosphere, one that belongs to the DNA of the Rykiel brand. Sonia stands for France; Rykiel conveys a certain image that customers want to attach to themselves. Rykiel is not a passe-partout brand....

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Christmas windows : Louis Vuitton’s partnership with Jeff Koons
Dec01

Christmas windows : Louis Vuitton’s partnership with Jeff Koons

If you love luxury you’ve probably heard about the latest limited edition of bags created in partnership with American artist Jeff Koons (we even wrote an article about them that you can read here). To promote those bags the partnership extends also to the store windows. Discover those works of Art (literally) in the pictures below taken in London on New Bond street this week. The products are not embedded in a more...

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Single-Sign-On : a game changer for public broadcasters
Oct20

Single-Sign-On : a game changer for public broadcasters

On 17 and 18 October 2017 I was pleased to organize, as Chairman of the EBU Big Data initiative, a 2-day conference dedicated to Single-Sign-On (SSO). This workshop was hosted at RTBF and welcomed participants from 30 organizations and 10 countries, mainly from the media world (TV, radio and press). Single-Sign-On has been widespread in all sectors for years (it’s instrumental to e-commerce for instance) but the media world has...

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When excitement influences consumer behavior
Oct04

When excitement influences consumer behavior

One chapter of the book by Dan Ariely is dedicated to how consumers behave when they are excited. Ariely describes an experiment he did with students whose decisions under sexual excitement were measured and assessed. The conclusions were crystal-clear : excited students were much less able to make appropriate decisions. I experienced this myself with a recent big purchase I made. Those who have followed this blog for a long time know...

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Customer satisfaction : courtesy ensures everlasting emotions
Sep28

Customer satisfaction : courtesy ensures everlasting emotions

I happen to be very often on business trips to meet clients. One recurrent problem when you travel alone is to find a place for dinner where you’ll feel welcome although you are alone. I was in Amsterdam for a few days (and nights) and had that problem once again. I discovered a small Indonesian restaurant a few meters away from the restaurant. I felt so welcome at restaurant Sama Sebo that I decided to come back 3 days in a...

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The one thing Linkedin should do to improve its customer experience
Sep11

The one thing Linkedin should do to improve its customer experience

Many regular users of Linkedin that there is one very frustrating things : getting invitations to connect from people you don’t know and without a word of explanation. Nudging users to provide this explanation is yet only a few lines of codes away. Here’s my advice to Linkedin to improve its user experience.   There are several flaws in the current design of the Linkedin invitation interface. Users are indeed nudged...

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How to use single-sign-on in retail to improve customer experience
Jul03

How to use single-sign-on in retail to improve customer experience

I recently gave a speech on identity management and GDPR at the Gigya Identified 2017 conference in London. There I had the opportunity to listen to another Julien Marlot who is the head of digital activities at Unibail. Unibail-Rodamco is Europe’s leading listed commercial property company specialized in shopping centers in European capital cities. Julien gave some very interesting insights about how Unibail-Rodamco uses...

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Superlove : a concept store you can’t miss if you are in Copenhagen
Mar10

Superlove : a concept store you can’t miss if you are in Copenhagen

If you are in Copenhagen make sure you pay a visit to Superlove, a concept store located on Nørregade 45. This very nice authentic store is arranged around a wooden mezzanine that gives it a very “lofty” and modern look. The retail is very neatly organized and comprises some very cool items (clothes for women mainly but also objects for the home in the famous danish design). From a retail concept viewpoint, Superlove is...

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More debt leads to lower customer satisfaction
Feb06

More debt leads to lower customer satisfaction

It is well known that firms in the US use mainly external financing (debt) to finance growth. It actually is believed to account for 80% of financing. Yet, this external financing puts pressure on the firms and studies have revealed the adverse consequences it represents : less investment in advertising and R&D less full-time employees, lower wages, more part-time employees inferior product and service quality With so many...

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Measuring emotions for a better customer experience management
Jan30

Measuring emotions for a better customer experience management

Can we measure customer experience ? This is a topic we already discussed here and the answer was no. Let me come with a new proposal that was addressed by Sensum during the CPDP 2017 conference : can our body reactions be a reliable measure of customer experience (or at least part of it). Please read further to discover more about this very exciting insights into how measuring reliably emotions can help us better understand customer...

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What are the latest conclusions of academics on customer satisfaction and customer experience ?
Dec21

What are the latest conclusions of academics on customer satisfaction and customer experience ?

In the Journal of Marketing special issue ” Mapping the Boundaries of Marketing: What Needs to Be Known”, Lemon & Verhoef (2016) deliver 5 very useful conclusions on the state of customer experience and satisfaction research. These 5 conclusions, taken from the very latest top research in the field of marketing, are useful for practitioners and lead us to formulate 5 sets of recommendations. Start with service quality...

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The role of Big Data on society : EBU conference
Dec19

The role of Big Data on society : EBU conference

With fellow colleagues of EBU, I organized last week a conference entitled “Big Data and Society“at RTBF, the French-speaking public broadcasting organization of Belgium. As I wrote on EBU website, this event aimed at gathering together professionals from the broadcasting industry to reflect on the impact of Big Data, recommendation algorithms and filter bubbles on society in general, and on users’ behaviors in...

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The best innovations are sometimes the simplest
Dec14

The best innovations are sometimes the simplest

Breakthrough innovations are perhaps the most visible, attract the most media coverage. Yet they remain the exception. Most innovations are incremental. Sometimes small improvements, clever ideas can change the customer experience and be turned into a commercial success. Today we’d like to present you one of those simple, yet ultra clever, idea that is already a huge success on Kickstarter : Frankfurter Brett, a kitchen...

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Amazon Go : this disruptive retail model hides a secret
Dec12

Amazon Go : this disruptive retail model hides a secret

Amazon Go is a 100% connected store where checkout are automated. Amazon Go is the convergence of at least 3 important trends : the first one is the diversification of Amazon into brick-and-mortar store the second one is a trend to decrease costs in the retail sector to increase margins the third one is the dream to put all behaviors into data to better predict what consumers will buy next Trend #1 : Amazon’s diversification...

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How novelty and serendipity improve customer satisfaction
Dec05

How novelty and serendipity improve customer satisfaction

Product recommendations have enabled E-commerce websites to become a place where mass marketing converges with niche marketing. Recommendations are pivotal in enabling less popular products to be discovered by people who are the most likely to like them : this is a long-tail strategy. There is however a dilemma to be adressed : how much of novel and unexpected products should be recommended to online visitors to enhance their...

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Will Amazon revolutionize supply-chain management?
May02

Will Amazon revolutionize supply-chain management?

Two years ago we were analyzing on this blog the rise of a new logistics giant : Amazon. Amazon was successfully testing new delivery experiences with DHL and Audi. We also predicted Amazon was ready to compete directly with the DHL, Fedex and UPS of this world. The announcement made by Amazon to open parcel locker network across Europe, is a logical first step before entering the battle. As you may remember from our market research...

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Will banks sell your data to retailers?
Apr20

Will banks sell your data to retailers?

Your bank knows a lot about you and, as a matter of fact, the banking sector has been investing huge amount in Big Data for years. Similarly retailers know also a lot about you through the purchases you make. Is the next step a merger of data from both world to enhance behavior predictability ? This is the subject of an article on Visionary Marketing. However, unlike you may think, the idea of using banking data for other aims is not...

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