Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Retail: here’s how you can make it easy for people to buy more
Mar07

Retail: here’s how you can make it easy for people to buy more

How do you make sure your products are visible among a larger assortment and immediately attract shoppers’ attention ? By using visual salience. Supermarkets make it impossible for shoppers to understand the assortment Supermarkets organize products by departments and by categories. Within any given category products are placed next to each other without taking aesthetic into account. As a consequence a shopper’s brain...

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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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Opaque 3rd-party algorithms : a business opportunity
Nov13

Opaque 3rd-party algorithms : a business opportunity

For some businesses algorithms have become instrumental to their strategy as a whole and their marketing strategy in particular. These algorithms are a well-kept secret and businesses have emerged that sell their knowledge on the inner working of those algorithms. PageRank and SEO agencies Look at Google for instance. Their search engine (which is in fact a very sophisticated recommendation system) is constantly evolving, affecting...

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How Delhaize Urban Farm fits into their marketing strategy
Oct30

How Delhaize Urban Farm fits into their marketing strategy

Supermarkets Delhaize are known for a marketing strategy based on differentiation : premium products and a broader assortiment are part of Delhaize DNA. Delhaize has also invested for several years in its branding and has started positioning itself as a respectful brand. The opening of its urban farm on top of Delhaize Boondael (Brussels) roof is a cornerstone of this strategy. I had the pleasure to be invited by Delhaize to visit the...

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Dear bloggers, share strong opinions to stand out from the crowd!
Apr25

Dear bloggers, share strong opinions to stand out from the crowd!

I recently wrote a series of articles on Belfius’ customer satisfaction strategy and was amazed by the number of positive reactions I got, especially on Linkedin. It all started with an article where I was questioning Belfius’ claims in terms of customer satisfaction, and two articles followed where I showed why Belfius failed at measuring satisfaction the right way, and 4 advice to avoid bad satisfaction measurement. The...

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