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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
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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Techstartupday 2016 : virtual reality on the rise
Feb28

Techstartupday 2016 : virtual reality on the rise

At the techstartup day 2016 that took place in Brussels last week, one of the buzzwords was virtual reality (VR). Juan Bossicard, Cluster manager at Impulse and President of the Microsoft Innovation Center, held a very interesting speech on the opportunities offered by VR in various industries. What I loved about Juan’s speech was the perspective it gave to Virtual Reality and its link with digitalization. Juan’s argument was that...

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10 Parisian stores with a 3D-printed interactive window
Jan25

10 Parisian stores with a 3D-printed interactive window

In an earlier post we reported about an initiative launched in Paris to create interactive windows 3D printed elements made by Le FabShop. This initiative got launched by SEMAEST, a public organization which aims at promoting local retail in Paris. In December 2015 they gathered 10 retailers who rent spaces owned by SEMAEST : a flower shop, three book stores, a cheese shop, … Before the installations got dismantled on 10 Jan 2016, I...

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Clever store window : innovative, interactive and surprising
Dec18

Clever store window : innovative, interactive and surprising

Shoppers are desperately in need of new, innovative and refreshing ideas in the retail sphere.  Retailers have come up with tons of digital innovations inside the store, all aiming at selling more. But they forgot the enchantment part of the story. Where is the magic of the stores you visited during your childhood? Shoppers are desperate because there is no more magic; there are only strategies to sell more, to tie you up and increase...

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How to create a customer experience around cheese ?
Nov20

How to create a customer experience around cheese ?

I visited Beecher’s handmade cheese store in New-York. The guys of Beecher’s are on a mission : they want to change the way American people eat. To succeed in this hard mission, they opened an experiential store in Manhattan. It’s so unique that it deserved a post on this blog. Like many food stores in New-York (and in US in general), the store comprises a selling-over-the-counter and a lunch/diner area. What is unique however is the...

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Moncler’s Christmas store windows in Soho
Nov13

Moncler’s Christmas store windows in Soho

Let’s finish the week with some pictures of the winter windows at Moncler’s store in New York (90 Prince Street). Moncler is one of my favorite brands. It’s been completely rejuvenated from 2003 onwards after Remo Ruffini bought it and is now considered a luxury brand. The windows clearly display the same level of refinements and sophistication as other actors in the luxury segment. Remember for instance the Louis Vuitton store...

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Custom Hermes windows at Bijenkorf in Amsterdam
Oct16

Custom Hermes windows at Bijenkorf in Amsterdam

If you are in Amsterdam, don’t miss those two Hermes windows at The Bijenkorf (Amsterdam’s largest department store on Dam square). The window displays were created for Hermes by Studio Noa Verhofstad and can be seen until October 20th. The design of the windows is inspired by the world of horses which sends us back to the origins of the brand....

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Retail : Moynat adds a touch of humor to its windows
Oct01

Retail : Moynat adds a touch of humor to its windows

Moynat is part of the LVMH group and we are regularly amazed by the creativity they put in their retail strategy. Recently we went to Paris to see what was new and found that their newest windows were worth a post on this blog. The two windows of their store were divided into 5 little scenes; each of them told a funny story around one bag of their newest collection. Our favorite story remains the one accompanying the luggage with...

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Customer experience : wine estate “La Grange des Pères” uses sensory marketing
Sep18

Customer experience : wine estate “La Grange des Pères” uses sensory marketing

How to create bonds with your customers, how to increase their loyalty ? Those questions are essential for firms. Independent winemakers need to have loyal customers to survive. Here’s what one of them did to foster customer satisfaction and loyalty. Independent winemakers under price pressure It shouldn’t come as a surprise to you that many winemakers are having difficulties to sell their product. Most of them use indirect sale...

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Retail: 4 mistakes that will make your customers leave your store
Jun15

Retail: 4 mistakes that will make your customers leave your store

In those days of showrooming (browsing shoppers) it has never been so important to ensure your customer is satisfied and stays in the stores. Those 4 mistakes will certainly make your customers leave your store right away. Make sure you avoid them ! 1. Waiting time too long People hate queues; be it for check out of to try clothes, you should avoid at all means that your customers must wait. Did you know that in France and Belgium...

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Big Data: TAM Airlines creates unique customer experience
Jun12

Big Data: TAM Airlines creates unique customer experience

Let’s stick with our new habit of having a shorter Friday post. Thanks to our good friends at Creapills, we learned about the initiative of TAM Airlines leveraging Big Data and Data Analytics to increase passengers’ satisfaction. TAM Airlines used a Facebook Connect to get personal information on its passengers. For those of you who don’t know what a Facebook Connect is, it’s a popup that enables a website to capture data from your...

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DHL, Amazon and Audi partner to revolution the supply chain
May20

DHL, Amazon and Audi partner to revolution the supply chain

If you are in e-commerce, you know that delivery is a crucial part of the customer experience. If you want your clients to be satisfied and to repurchase from your site, you’ll have to make sure the delivery runs flawless. Yet, flawless delivery (on time) is not enough anymore : it needs to be free-of-charge and the trend is towards quicker and same-day deliveries. Customers’ expectations are more and more to get their order the same...

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Brand image : Hublot store bets on new technologies
Apr15

Brand image : Hublot store bets on new technologies

Innovation is the nexus of retail marketing, especially when it comes to the differentiation of points of sales (POS). Innovation often comes first from the top, i.e. from premium brands which have the money to invest in new technologies. Today we’d like to present you an innovation we spotted in the Hublot store of Place Vendôme, in Paris. Hublot is a watch brand that belongs to the LVMH group and is currently headed by...

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A rather innovative direct marketing campaign
Mar06

A rather innovative direct marketing campaign

Let’s end the week with a post that will certainly be interesting for direct marketers and all people that try to get leads and foster loyalty will old-fashioned methods. Let’s speak today about envelopes, stamps and good old paper catalogues. While most of you think this is a dead channel to attract new customers and make sales, you may want to revisit your beliefs. Actually, like in all aspects of your life, our level of attention...

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Naked Wines: great service and amazing customer experience
Feb27

Naked Wines: great service and amazing customer experience

We are always looking for the greatest customer experience on earth, service quality that will move you to the highest levels of loyalty. We found a new amazing example in the UK in the e-commerce industry : Naked Wines. Read below what those guys did. It’s just amazing. Dissatisfied customer ? Make him happy to regain trust You know we are very much following complaint handling practices in Europe and are especially receptive...

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Retailing: fighting browsing shoppers is wrong. Here’s what you should do.
Nov21

Retailing: fighting browsing shoppers is wrong. Here’s what you should do.

Browser consumers are not new. Academic papers dating back to the 80’s are mentioning this behavior and called for researching it. posing what retailers consider being a great threat to their business. Today however they actually pose also the question of the survival of the brick-and-mortar retail sector vs. online retailing; browser consumers are visiting stores and then buying online, an option which didn’t obviously...

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You’ll never guess what The North Face did to engage customers
Oct24

You’ll never guess what The North Face did to engage customers

It has never been so difficult to engage customers and to create memories of remarkable customer experiences. Let’s finish this week with an incredible idea of “customer engagement” launched in South Korea by The North Face. Watch the video and find out how to push your customers twoards their limit and let them experience the DNA of your brand....

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How to transform a negative moment in a positive customer experience
Oct10

How to transform a negative moment in a positive customer experience

Today we wanted to finish the week on a positive and joyful note. Today’s post is inspired by KLM, the Dutch airline. There are many frustrating experiences that can happen when you travel by plane, and insatisfaction can arise for many different reasons. Loosing something in the airport, forgetting something on the plane (think about your keys, your smartphone) can lead to intense negative emotions. Fixing what one may see as a...

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How 5-star hotels enhance the customer experience
Sep26

How 5-star hotels enhance the customer experience

Customers of 5-star hotels are more and more demanding and hard to satisfy. Top-tier hotels have to undergo costly renovations (in Paris alone several palaces like the Ritz and the Lutetia have closed for long periods of time to enable building works) and must be highly innovative to improve the satisfaction of the visitors and provide an unforgettable customer experience. The latter has become a grail for top-tier hotel which strive...

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A mono-brand store dedicated to Miele products in Berlin
Aug20

A mono-brand store dedicated to Miele products in Berlin

Several times this year we talked about pop-up store, a relatively new form of retail that enables brands to get in touch directly with consumers while traditional channels of distribution do not allow this contact. Some brands chose to make the pop-up store permanent, like Danone in Barcelona with the “Casa Danone”. That type of store is pretty rare but we found another example in Berlin where two dedicated mono-brand stores can be...

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Base_camp (Berlin) : the best customer experience a telco can offer
Jul30

Base_camp (Berlin) : the best customer experience a telco can offer

It seems that telecom operators have finally understood that a new customer experience was necessary to increase their customer satisfaction. At least some operators have realized it as we reported in an earlier article about O2 and Deutsche Telekom flagship stores in Berlin. In early July we paid a visit to Base which installed its so-called Base_camp in a street parallel to Unter Den Linden. Different marketing recipes and Loft...

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Customer experience in a 2-star restaurant: l’Air du Temps in Belgium
Jul23

Customer experience in a 2-star restaurant: l’Air du Temps in Belgium

Food is also about story-telling and I must say that top-tier restaurants are usually very good at creating a story and providing a customer experience. The rise of molecular cooking gave chefs a boost of creativity and customers a boost of experience. Suddenly the last steps of the process were transfered from the kitchen to the dining room and customers were associated to the creation of the dishes. But the question remained how a...

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O2 and Deutsche Telekom create an innovative customer experience
Apr22

O2 and Deutsche Telekom create an innovative customer experience

Choosing a new smartphone, tablet or accessories can really be difficult for most customers. Not only does technology constantly evolve, but you won’t be allowed to actually touch, feel and try real devices in cell phone stores. The risk to get unsatisfied customers is high. Very high. This situation is just unbelievable. Customers about to buy a 500€ device must rely on not trustworthy sales guys and will discover when they are home...

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A call for a revolution in customers – firms relationships
Mar24

A call for a revolution in customers – firms relationships

You may remember the post published two ago about managing expectations to increase customer satisfaction. In that post I also mentioned a recent negative experience with Coolblue. The guys at Coolblue proved once again their professionalism by handling the complaint perfectly and actually increasing my loyalty even more. Here is how. The complaint handling paradox It’s probably been mentioned already here but I can’t repeat it...

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Western Union blue ocean strategy to increase loyalty
Mar03

Western Union blue ocean strategy to increase loyalty

At the International Marketing Trends conference in Venice, Maureen Sigliano presented Western Union’s global loyalty strategy. Maureen is Vice President Global Loyalty Development & Customer Experience at Western Union and her speech, besides being highly inspiring, also shook up some established rules about customer satisfaction and loyalty.   A Blue Ocean of untapped opportunities Maureen’s speech was preceded by a...

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These business cards are amazing
Feb26

These business cards are amazing

Over the years I’ve met with hundreds (if not thousands) of people and have collected an impressive collection of business cards. While most of them are very classical and do not trigger any particular emotion, some of them have remained in my collection as my all-time favorites. Let’s have a look at them …. For privacy reasons I blurred the contact details. However to respect copyrights you’ll find the hyperlinks to the companies....

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One Day One Idea: fun marketing by Pierre Hermé
Jan02

One Day One Idea: fun marketing by Pierre Hermé

If you don’t know Pierre Hermé it means you don’t –really- like chocolate and pastry.   The idea in brief Pastry master Hermé is also an excellent marketer. Look at his latest packaging; pretty funny isn’t it and you just can’t avoid making the comparison with Michel and Augustin.     Advice #1 for your marketing strategy Are you serious … have you ever thought that being too serious can make you boring? Have you ever...

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L’imprimerie, a new kind of customer experience
Dec21

L’imprimerie, a new kind of customer experience

  I was fortunate to meet an atypical entrepreneur, Nicolas Guthart, who started several businesses that are highly complementary and propose an innovative value proposition for brands. How a new marketing concept was born To make a 10-year story short(er), Nicolas launched with two partners a magazine dedicated to footware that ended up dealing with cultures and subcultures revolving around trendy shoes like sneakers and the...

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How design can help increase your revenues
Dec17

How design can help increase your revenues

The Paris Chamber of Commerce organized this year a contest dedicated to the best design initiatives in retail environments. As we explained in an earlier post we started taking appointments and visiting as many stores as possible that applied (even if they didn’t win a prize). We started our tour with one of the winners, a dry cleaner called “H20”. We met with Bruno Benizri, the founder of the company who, in the meantime, opened...

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New technologies in car manufacturers’ flagship stores
Dec05

New technologies in car manufacturers’ flagship stores

During a market research trip in Paris we visited several of the car manufacturers’ flagship stores on the Champ Elysees (see also our individual report on the Citroën store) and were amazed by the numerous technologies implemented to amaze future customers. Besides attractive models on display (see for instance the new Alpine by Renault), Renault and Toyota used a wide range of the newest interactive technologies to let the customers...

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Has Adidas invented the store’s window of the future?
Nov28

Has Adidas invented the store’s window of the future?

A few weeks ago we were wondering how the future of stores’ windows would look like. Adidas has recently completed an experiment in Nuremberg, Germany, that may help us find an answer. As you will see in the video below, customers were able to scan a QR code with their smartphone, discover the Adidas Neo Collection, make online purchases but also to use the very window to explore the Neo collection....

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A paper-based customer experience: the incredible printing skills of the luxury industry
Nov14

A paper-based customer experience: the incredible printing skills of the luxury industry

As part of our mission to spot marketing trends, we receive a lot of magazines from all sorts of brands. We just received the latest edition of the Blancpain’s magazine called “Lettres du Brassus” which is, once again, a amazing piece of literature and of printing skills. We were literally stunned by the cover of the magazine which depicts the most successful watch of the brand, called the Fifty Fathoms. The Fifty Fathoms is a diver’s...

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Andresy bets on customer experience … in the marmalades business
Nov12

Andresy bets on customer experience … in the marmalades business

I met at SIAL 2012 with Laure Cassan, the energetic CEO of Andresy Confitures, a 50-employee family SME located east of Paris. Laure was kind enough to give me an overview of her products, one of which had been awarded a SIAL innovation prize. I was especially interested in the gourmet marmelades that were launched under the brand “instants gourmands” (“gourmet moments”). In this product category consumers are used to shop by taste...

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REPLAY stores : clothes have a story
Oct22

REPLAY stores : clothes have a story

Another store I liked very much was REPLAY on Passeig de Garcia in Barcelona. Two giant cascading vertical gardens welcome the customer. The store windows have found a totally new raison d’être. In line with an emerging trend we were already predicting a few weeks ago, we see the role of store windows changing from a mere product exhibition place to experiential place taking more space and products relatively less. Products become a...

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