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...

Read More
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....

Read More
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...

Read More
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...

Read More
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...

Read More
Sony opens Xperia pop-up store under water !
Jan23

Sony opens Xperia pop-up store under water !

Let’s finish the week with a really exciting and cool initiative from Sony. You know that popup stores are really trendy nowadays and that dozens of them open everyday worldwide. With so many initiatives, how do you stand out from the crowd? Sony found the magical recipe to get noticed : they launched a store under water. It’s called the Xperia Aquatech Store and it’s located in the United Arab Emirates.  This is...

Read More
Update #5 on our project on pop-up stores
Nov28

Update #5 on our project on pop-up stores

Time has come for a new update about our project www.bestpopupstores.com, a reference website for those looking for the latest news on pop-up retail initiatives. In the latest report we published we explained that we had some serious technical issues with the website that were affecting the loading time (renewed thanks to Gilbert West for his advices). How to decrease the loading time of your website ? That was essentially the...

Read More
BestPopUpStores.com : weekly update #4
Oct20

BestPopUpStores.com : weekly update #4

We shared with you in the last few weeks the birth and the development of our new project dedicated to pop-up stores (you can find the three first updates here : #1, #2, #3). As you may remember not everything went smoothly and while we solved some of the issues we discovered, there are a few drawbacks remaining that may be interesting lessons learned for some of you. Respecting copyrights is really an impediment Believe or not but...

Read More
Marketing strategy : Hello Bank launches a pop-up store in Brussels
Oct13

Marketing strategy : Hello Bank launches a pop-up store in Brussels

Pop-up stores belongs to the marketing toolbox as a promotion instrument. Fact is that they have been usually used by brands in the fashion sector to promote a collection, raise awareness in conjunction with another event (for instance the Fashion week), or to touch customers in some particular areas. Pop-up stores are much less used by players from other sectors and that’s why the initiative of Hello Bank (a brand of BNP Paribas) is...

Read More
New pop-up stores project : weekly update #2
Sep24

New pop-up stores project : weekly update #2

As we announced last week we are finalizing an online initiative to store and maintain accurate and up-to-date information about the best pop-up stores worldwide. This initiative is a kind of POC (Proof Of Concept) to test our ideas to build a larger website on all new ideas, innovations and creative development in the retail world. We chose the retail world on purpose because it’s moving fast and represent approximately 50% of the...

Read More
Idea in brief : how Nespresso transforms renovation work into a marketing campaign
Sep19

Idea in brief : how Nespresso transforms renovation work into a marketing campaign

It’s been a long time since we lastly published an “Idea in brief” post. Nespresso gives us the possibility to close the week with one interesting idea that we spotted on the Champs-Elysées in August. Renovation works don’t need to be boring Nespresso is currently renovating its flagship store on the Champs Elysées. Rather than just closing it and losing their loyal customers, what they did was to open a temporary shop (which you...

Read More
Our new project is about to go live …
Sep17

Our new project is about to go live …

The last 4 weeks were quite intensive in terms of work. As we announced last week, we wanted to push our interactive map of pop-up stores. The project slowly took a new path and we ended up with setting up a methodology to collect and organize the information, a worldwide focus and … a website. More than 100 pop-up stores at your finger tips There are several difficulties to master with popup shops. The first one is to get aware of...

Read More
Pop-up stores: what do they reveal about the future of retail
Aug27

Pop-up stores: what do they reveal about the future of retail

I’ve received several interview requests during the summer to discuss the future of retail. In today’s article I want to share with you my thoughts about pop-up stores, a (relatively) new forms of retail that reflects changes in our world and changes in the way the consumers behave. 1999 : the start of the pop-up stores It seems that the first pop-up store opened in 1999 in Los Angeles. The word pop-up meant at that time a “time...

Read More
Collaborative and interactive map of pop-up stores
Apr25

Collaborative and interactive map of pop-up stores

In our quest to discover emerging marketing trends in the retail sector, we pay frequent visits to European main cities and their pop-up stores. The latter have become a real part of modern marketing strategies and branding. Yet, finding those pop-up stores has proved (due to their ephemeral nature) very difficult. Special magazines (like LSA in France) give from time to time information on newly opened stores, but it remains very...

Read More