Earn money by answering our surveys

Register now!
Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
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...

Read More
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...

Read More
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...

Read More
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...

Read More
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....

Read More
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...

Read More
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...

Read More
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...

Read More
The ceiling of your store can be experiential
Oct17

The ceiling of your store can be experiential

After a week in Spain I must admit I was a little bit bored by Desigual stores. There are just too many of them (sometimes two stores within 50 m) and their hanging-from-the-ceiling style to decorate their store began to annoy me. It’s like everything. When you taste something new the first time you’re amazed ; when you taste it 3 times a day the WOW effect is gone.   Nevertheless, after visiting 20 of their stores in Barcelona I...

Read More
Louis Vuitton’s stores’ windows enhanced through multimedia
Jul16

Louis Vuitton’s stores’ windows enhanced through multimedia

We reported already on the trend in retail aiming at enriching stores windows with a touch of “experience”. This new enriched customer experience can take different forms which we could range from passive to active. Let’s start with the example of a passive multimedia enriched experience. After our post on the magnificent window design by Vuitton in May, we found out that this design was aligned at the European levels. The windows we...

Read More
When the consumer interacts actively with the store window
Jul09

When the consumer interacts actively with the store window

To follow up on our latest post on future store windows, we publish today this example we found in Portugal in an ICT store. Located at the bottom of an office building in Lisbon, this store proposes a window with an integrated touch screen. It’s more than a tablet; it’s actually a technology that has been used extensively in the industry and in automation for years. This technology is now made available, thanks to increased customer...

Read More
Another great example of customer experience: the Kindle packaging
Jul04

Another great example of customer experience: the Kindle packaging

Let’s continue the series we started on great packagings which improve the customer experience. This week let’s turn our attention to Amazon Kindle’s packaging. Guaranteed “100% frustration-free” it has been designed to make sure you start using the product within 10 seconds of receiving it. Interestingly the packaging is a pretty complex product in itself, combining classic cardboard with a one-piece...

Read More
A successful example of digital experience in a perfumery
Jun29

A successful example of digital experience in a perfumery

Points of sale are increasingly integrating multimedia devices to enhance the customer experience. The example of Sephora is only a recent illustration of this trend. While traveling abroad I found another similar interesting example. At Lisbon airport the perfumery of the duty-free zone comprises a counter with several tablets that allow customers to be guided in their choice. The process of choice is very similar to that implemented...

Read More
Innovation and customer experience in luxury boutiques
Jun13

Innovation and customer experience in luxury boutiques

We recently carried out a qualitative analysis of luxury boutiques and analyzed the customer experiences provided in the different stores. Although the results are proprietary we were, by and large, disappointed by the experience and service quality provided by the most renewed brands. Non empathetic vendors, lack of knowledge about the products, sales-driven rather than care-driven, level of language (sometimes colloquial) not...

Read More
Anatomy of a packaging: Guerlain’s “La Petite Robe Noire”
Jun05

Anatomy of a packaging: Guerlain’s “La Petite Robe Noire”

No need to repeat it once again; packaging is a pert of customer experience, bit it from an aesthetic viewpoint or from a functional one. Apple for instance masters the functional aspects of the packaging; other brands goes very far to have every tiny aspect of their packagings aligned with their very positioning. Let’s review today Guerlain’s latest perfume (“La Petite Robe Noire”) packaging. In the case of a...

Read More
Stores’ windows are more and more interactive
May21

Stores’ windows are more and more interactive

Consumers are likely to interact physically with stores’ windows in the near future. I’ve noticed several examples over the last few weeks and I’d like to share them with you in my next posts. Let’s start with the first example I saw in Paris, more precisely in Rue Saint-Honoré which is well known for being home of luxury stores, ranging from watches to jewels through clothes and bags. Chronopassion is one of...

Read More
The most beautiful ways to display products. Part 6: Patrick Roger
Apr16

The most beautiful ways to display products. Part 6: Patrick Roger

Patrick Roger is a chocolate maker who has become pretty famous in France. He won the France Best Craftsman (“Meilleur Ouvrier de France”) contest in chocolate making. Unlike most winners Patrick Roger opened several shops with a vision. What I mean with vision is that the Patrick Roger’s shops have an underlying concept and visual identity which is stronger than that of other brands. Take for instance Marcolini, which I visited a few...

Read More
Tell us more about the packagings you like
Apr11

Tell us more about the packagings you like

We are currently working on a research on packagings in the B2C world and we think you may help us a lot. You certainly came across packagings in the past that you found particularly interesting, whatever the reason. Maybe did you even keep this packaging? We would be interested to know more about your experience; what you found so interesting, why you kept it, what it reminds you. We would love to hear back from you. Just drop us a...

Read More
You don’t need to be Apple to promote your company with apples
Mar26

You don’t need to be Apple to promote your company with apples

Here’s a great example of a promotion object made by Electrabel on the occasion of a corporate event (my thanks to Ramon Suarez for allowing me to reproduce his photograph on our blog). I’ve not seen the apple myself but according to Ramon the printing was especially well done. I’ll have to look for more information on which company provides such printing technology but it’s just amazing. My take: It’ the...

Read More
The experience is in the showcase
Mar16

The experience is in the showcase

Not far away of Repetto‘s store in Paris, I discovered this sandals store. Interestingly the show is in the showcase itself where a salesperson is manufacturing the sandals on order for the clients. Isn’t it a great experience to attend the manufacturing process of what you just ordered? If you think about it for a moment you can get this experience in the food industry (smoothies, some fast food restaurants, chocolate...

Read More
When customer experince meets real estate and art in Venice
Feb29

When customer experince meets real estate and art in Venice

I took this video of an art gallery in Venice, Italy last January; no need to comment a lot. All the windows of the building had been replaced by Plasma screens which were diffusing a video (probably made by an artist of the gallery). Since I’m not a modern art expert I must admit I remained unimpressed by the video itself; but as a marketer I loved the way this Art gallery was creating a customer experience by turning its very...

Read More
The most beautiful ways to display products Part 5: Bottega Veneta
Feb20

The most beautiful ways to display products Part 5: Bottega Veneta

Still in Rome, Italy, and still in the luxury sector (as if only this industry knew how to do), here is the example of Bottega Veneta, a brand that men fear for the damage it can cause to their bank accounts. Christmas decorations of the shop of Rome were very discreet and refined and the eyes of the tourists were drawn by white bags which, when approached, proved to actually be candles, perfect imitations of the traditional bags of...

Read More
1855.com : how long can they survive?
Feb13

1855.com : how long can they survive?

Life is sometimes hard, especially for losers. Within a few days I read two different articles about 1855.com. The first one was published in the magazine “la Revue du Vin de France” which is a magazine specialized in wine and wine making. The other one was published in Le Figaro, a few years ago. I must admit 1855.com did very well in getting outstanding press coverage. They went to the stock market, and purchased two...

Read More
The surprise you don’t expect when you open up a bootle of wine
Nov21

The surprise you don’t expect when you open up a bootle of wine

Opening a bottle of wine is a rather usual experience (unless you open a really special and precious bottle of course). How to make this experience a little bit more unusual is what the Bogle winery found out. Their wines are rather inexpensive and easy to drink. The Californian wine makers added a little touch of fun and put different personalized corks in a same batch of bottles.Each work has a famous wine-related quote printed on...

Read More
Microsoft and Novotel team up to open the room of the future
Nov14

Microsoft and Novotel team up to open the room of the future

You knew ephemeral stores. Now you have ephemeral rooms also. Today (November, 14th) Novotel opens up its new room (in the Novotel Montparnasse Vaugirard) conceived in partnership with Microsoft. Novotel declared they want to renew the customer experience by integrating new technologies in the room. Microsoft partnered with Novotel and integrated, among others, a XBox 360 and a Kinect. More information can be found here. Not sure...

Read More
The most beautiful ways to display products part 3: Lalique
Oct24

The most beautiful ways to display products part 3: Lalique

Those of you who regularly read my posts know that I’m in love with marketing of luxury products. I had the opportunity this summer to visit the Lalique museum which just opened its doors in Eastern France and which serves as a showcase for the brand and as a sales point too. For those of you who are not familiar with the brand, Lalique is a glass maker who is just as famous as other glass makers like Daum and Baccarat. There’s one...

Read More
Sometimes customer experience is all about one detail
Oct17

Sometimes customer experience is all about one detail

This is the invitation I received from Cartier last week. Usually I quickly go through such invitations (although they are exclusive I have little time go to the events) but this time when I opened the envelope my eyes got caught by a red ribbon. I just couldn’t resist the pleasure to pull on the ribbon ad to read the invitation this time. My take: Human beings are harder than ever to please. We all became insensitive. Too many...

Read More
The most beautiful ways to display products part 2: Van Cleef & Arpels
Oct10

The most beautiful ways to display products part 2: Van Cleef & Arpels

When it comes to luxury, companies can go to great lengths to exhibit their products under the best light, especially before Christmas. Have a look at Van Cleef & Arpels’ creativity. I was amazed to see their store in New-York last Christmas. I had never seen (even in Paris) such a creativity to create a universe and a story around their jewels. Time to dream before the...

Read More
The most beautiful ways to display products part 1: the Niketown store in New-York
Oct03

The most beautiful ways to display products part 1: the Niketown store in New-York

I was browsing yesterday through the thousands pictures I took in stores while on business trips those last years. I realized that I really loved the way some products were displayed and that it may be interesting to share them with you. Let’s make a series out of it. Rather than publishing all pictures at once I’ll publish pictures of a particular store at once, without long comments. A picture is worth thousand words....

Read More
Hugo Boss: not the best customer experience you may expect
Sep29

Hugo Boss: not the best customer experience you may expect

Almost 2 years ago already I was discussing the impact of the packing on the overall customer experience. I had taken the examples of smartphones and finished this series with Louis Vuitton which had shown exceptional dedication to creating an extraordinary packaging. The customer experience doesn’t start with the use of the product. It starts well before when you become aware of the brand, continues with the act of purchasing...

Read More
Citroën ephemeral store in Brussels
Sep16

Citroën ephemeral store in Brussels

I promised in an earlier post to go back to the ephemeral Citroen DS4 store in Brussels. Mission accomplished. The building where the ephemeral store is housed is located in the historical area of “Les Sablons” in Brussels, more precisely on the Regent avenue. On the occasion of the complete renovation of the building the ground floor was used by Jean-Luc Moerman to express his creativity. The store’s surfaces (floor and walls) were...

Read More
Dandoy, a Belgian “Love Brand”
Sep07

Dandoy, a Belgian “Love Brand”

Saatchi & Saatchi has a word for brands they want to be turn into successful stories. They call them “love brands”. I have also my love brand, and it’s a Belgian one. Its name is Dandoy. The famous Brussels-based family-owned company, which will in 2012 open a store in Japan,  opened us its door for a visit of its workshop located in the trendy Dansaert area. The street smells after speculoos, the century-long specialty of Dandoy....

Read More

Guerlain: customer experience in the historic store on Paris’ Champs Elysées

Guerlain just opened a pop-up store on the Champs-Elysées avenue (number 68), next to its historic store. I’ll deal with the pop-up store in a separate post but for the time being let’s see what’s up in the “old” store. The store was re-designed completely by Andrée Putman a few years ago and offers a unique customer experience that deserves a detailed marketing analysis. The ground floor is very classical and cannot be considered...

Read More
The Cube is in Brussels
Jun29

The Cube is in Brussels

Electrolux creates the buzz with its ephemeral restaurant The Cube set on top of the most unexpected European monuments. This time it’s in Brussels and it’s set up on top of the Arch of the Jubilee Parc, within a stone’s throw from the European Commission. Although the price could be judged outrageous (150€ for the lunch, 200€ for the dinner) all seats are booked until The Cube will be disassembled in July and...

Read More
Customized Customer Experience
Jun20

Customized Customer Experience

I recently was made aware by Peter Chong of an exceptional detail on a non less exceptional watch. Greubel Forsey has been renowned for inventing and manufacturing the most incredible double and quadruple tourbillons. Well actually nobody needs such a complications, but let’s face it. It’s beautiful and spectacular. What is less known however (thanks Pieter for the info) is that there is a “secret” text...

Read More
An outstanding customer experience in an incredible store in Brussels
Jun16

An outstanding customer experience in an incredible store in Brussels

Sometimes it’s not necessary to travel thousands of miles to find unique stores and enjoy incredible customer experiences.Although I’ve been living in Brussels for 10 years, I must admit I seldom go downtown and actually never shopped in the Rue Danseart. I therefore missed many vintage stores and among them Idiz Bogam (76 rue Antoine Dansaert). What a pity … when I first came in I was just amazed. You don’t...

Read More