Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
4 advices to remember when measuring customer satisfaction
Mar29

4 advices to remember when measuring customer satisfaction

The Heathrow airport has installed devices to measure satisfaction after the security checks. Yet, we think did not get customer satisfaction right. The biggest mistake they did was to put the device too far away from the lane, making it out of reach for most customers. Hence only customers with a good reason will find the motivation (or need) to walk the extra steps to the device to give an input. As a result you see only extremely...

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Create a discipline to become more creative
Mar27

Create a discipline to become more creative

Sharing thoughts with our clients Nicolas and Christophe the other day, we discussed the very interesting topic of how to find time, as an entrepreneur, to be creative. We had invited Christophe and Nicolas offsite for a Design Thinking session and Christophe said the mere fact of being offsite and walking through the city with Nicolas allowed them to think and discuss, what is normally hard to do in their daily routines. I then...

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Logitech has failed to understand its customers’ behavior
Mar25

Logitech has failed to understand its customers’ behavior

Once in a while it’s good to tell a personal story. Here’s my experience with Logitech, the famous Swiss-based supplier of (excellent) IT products. Logitech happens to have a superb e-commerce website where delivery is free and all products, even the latest, are available. When you don’t need a pallet of products, it is thus the best way to make your purchase. Yet, it seems that it’s perfect for consumers (B2C) but not at all for...

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French self-employed: far from becoming wealthy
Mar22

French self-employed: far from becoming wealthy

9244€. This is the average turnover of a French self-employed under the “auto entrepreneur” status. Although this revenue increased between 2001 (8316e) and 2012 (9244€) those figures hide another reality: almost 75% of self-employed have declared revenues of less than 3000€ (per year!) and only 60,000 out of the 750,000 (i.e. 8%) registered self-employed declared revenues of more than 20,000€. Although taxes and social contributions...

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Lessons learned on a Design Thinking session: DO’s and DON’T’s
Mar20

Lessons learned on a Design Thinking session: DO’s and DON’T’s

I’m just back from a Design Thinking workshop we organized in Bordeaux (France) for a e-commerce project. The least I can say is it was successful and extremely enriching. We had invited a group of people from different horizons representing the spectrum of the different stakeholders across the value chain. After a day of work new ideas emerged for the different distribution channels we considered during the session. As a sign of how...

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Have supermarkets signed their own death warrant ?
Mar18

Have supermarkets signed their own death warrant ?

The latest stats show that prepared shopping carts tend to help supermarkets sustain their growth. Whereas in France supermarkets (-0.2%), hard discount (-0.4%) and small urban stores (-0.2%) all lost market shares, “drives” gained 1% on the same period. It’s therefore logical that all players propose it. This service remained however of little importance during years. In Belgium for instance Colruyt’s Collect&Go has existed for...

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Visit at Stella Cadente shop: well worth a design award
Mar15

Visit at Stella Cadente shop: well worth a design award

Stella Cadente proves it’s possible to obtain outstanding results with (relatively) little money. We visited their unique store in Paris (opened in April 2012 on 102 Boulevard Beaumarchais) and although it’s relatively small (<50m²) it offers a wonderful experience. We were welcomed by Armand Perrier, the head of communication, who explained us the genesis of the brand and of the store. Stella Cadente is a fashion designer who was...

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One Day One Idea : Aesop’s technique to get customers in the store
Mar11

One Day One Idea : Aesop’s technique to get customers in the store

On our latest trip to Paris, after we interviewed Merci’s managing director Jean-Luc Colonna d’Istria, we went for a tour in Paris’ trendy area “Le Marais”. One of the stores that caught our attention was Aesop in Rue Vieille du Temple. Aesop is an Australian upper tier brand of cosmetics that you won’t find everywhere (it’s actually one of the two brands to have a corner shop at Merci). As you can on the pictures they have an...

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C&A launches a (too) temporary store in Brussels
Mar08

C&A launches a (too) temporary store in Brussels

C&A used last week the construction site of the (rumours say) first Apple in Belgium to set up a temporary store. Three containers were put on the construction site, located on Avenue de la Toison d’Or, to present Cindy Crawford’s latest collection made for C&A. It was a pretty inexpensive set up (compared to other temporary store) and for a very limited period of time. Despite a press release by C&A it seems the press...

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3 steps to align your online and offline experience with your global brand positioning
Mar06

3 steps to align your online and offline experience with your global brand positioning

Brands sometimes take advantage of their positioning to launch some funny initiatives and propose a funny communication. Yet, when the positioning doesn’t match the communication, it can backfire (remember for instance the example of this bank that we gave a while ago). We already dealt with these aspects here (see this post for instance on a good example of funny communication) and we would like to give you here another –good-...

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The magnet thing: visit at Poltrona Frau
Mar04

The magnet thing: visit at Poltrona Frau

Giving a touch of design to a store can be easier than you think. Do you remember the two examples (example 1, example 2) that we gave already? Another example was provided by Poltrona Frau which opened in Brussels a store in collaboration with Baccarat. The store inheritates the design guidelines of Poltrona Frau, one of them being a giant vegetable wall in the middle of the store. Mélanie Rigo, who is in charge of the communication...

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Innovation in the postal sector
Mar01

Innovation in the postal sector

The postal sector seeks to become highly innovative to compete against competitors like DHL, Fedex and UPS which have their own distribution networks. In 2012 we were consulted by the French Post for a highly innovative project; we are now working for BPost and the Belgian Post which, we must admit, shows also excellence in its innovation processes. One of their innovative project is BPack 24/7. This project was inspired by the French...

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Why Innovations fail
Feb27

Why Innovations fail

We’ll be giving a (short) conference at the Solvay Business School on March 19th 2013 at 6:30pm on innovation. We will however not deal with innovation from a company’s perspective (how to innovate and the like) but rather from a consumer’s perspective. We’ll propose some new thoughts (also inspired by our research work) on why innovations do not get adopted by consumers. Our intention is to limit the presentation to 60 minutes and to...

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One Day One Idea: loyalty cards are useless. Make sure you don’t make them even more useless.
Feb25

One Day One Idea: loyalty cards are useless. Make sure you don’t make them even more useless.

Loyalty cards have become a useless instrument to foster loyalty (see our comments here). Yet, firms of all sizes still believe in its power. If you are one of those and are about to launch your own loyalty card, make sure at least that you can get some benefits out of it. Don’t follow the example of Mamma Roma, a Brussels-based chain of pizzerias “al taglio” (exceptionally good by the way). They have launched their loyalty card and...

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One Day One Idea: How to get QR codes right?
Feb22

One Day One Idea: How to get QR codes right?

An interesting and recent discussion led me to think about the way QR codes are used to enhance customer experience with physical products. Going through the aisles of my supermarket I scanned a dozen QR codes or so. All of them led me either –          on the web page of the product itself (which was giving basically the same information as on the label but in a less comprehensive and more cumbersome way) –          on...

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What does branding mean? The example of Miss Vicky Wine
Feb20

What does branding mean? The example of Miss Vicky Wine

Anne-Victoire Monrozier has an interesting entrepreneurial story to tell. Despite having little experience in the wine industry, she built a new wine brand from scratch. How did she succeed and is it really a wine brand? This is what we discussed with her in Brussels in January. Anne-Victoire, ala Miss Vicky, is well known for her blog “Miss Vicky Wine”. She is #26 in ranking of the most influential people in the wine industry. Not...

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One Day One Idea: What is your secret magnet to attract customers?
Feb18

One Day One Idea: What is your secret magnet to attract customers?

In a previous post we discussed already the possibility to have one central element in its strategy to attract customers. This central element should not only be an intangible asset; it can also be translated in tangible element in points of sale. We showed how the Levi’s flagship store in Paris had included such an element; the Bodum’s flagship store, which we dealt with last week, has also such an element in the form of an...

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One Day One Idea: Let customers try your products and make them buy
Feb11

One Day One Idea: Let customers try your products and make them buy

We already mentioned the increased probability of selling a product when a customer has tried or touched it before. This principle is applied perfectly by Bodum, a Danish manufacturer of kitchen appliances and accessories. The flagship store they opened almost 2 years ago has testing area on the first floor where customers have fruits and vegetables and can use the Bodum products and cook if they wish.   Advice for your marketing...

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What you need to do to make your clients sign a contract within 24h

If you want to do business and land new customers, time is of the essence. Yet I see that very few entrepreneurs have this culture of responsiveness rooted in their DNA. Here is a story that happened to me last year and another one that happened this year. Example 1: what you should NOT do For one of our customers, I got in touch last year with a potential supplier who happens to share an office in the same building as ours. In other...

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The Wine Business Innovation Summit in Brussels
Jan30

The Wine Business Innovation Summit in Brussels

The Wine Business Innovation Summit (WBIS in short) was organized on Jan 19th in Brussels to gather entrepreneurs and leaders of the wine industry and fuel inspiration among the participants. The least we can say is that it was successful. We were invited to this event back in 2012 a time when the organizers, Jens de Maere and Marc Roisin, were looking for someone to give an inspiring introductory speech. Unfortunately the tight...

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Conferences to attend if you want to anticipate the future
Jan28

Conferences to attend if you want to anticipate the future

For those of you who are eager to confront themselves with new thoughts and brand new research results, you may be interested to attend one of my upcoming conferences : On March 19th 2013 at the Solvay Business School (Brussels, Belgium) : I’ll be giving a talk of ca. 60 minutes, followed by questions and individual feedback sessions. The presentation is entitled “Why innovation fail: the role of consumers’ habits in the product and...

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The ONE rule to follow to make sure your customers won’t remember you
Jan25

The ONE rule to follow to make sure your customers won’t remember you

It must be the time of the year and the January tradition to take good resolutions; wherever I look, whatever I read or listen to, it’s all about “the x rules to …” (please fill in the blank). A few examples taken from my Linkedin dashboard in the last 60 minutes The 10 rules for successful innovation and technological transfer The 14 rules for predicting future geopolitical events 9 Ways How NOT To Start A Business     First of...

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What motivates people to move up the social media ladder?
Jan24

What motivates people to move up the social media ladder?

During the ESADE conference, Sue Vaux Halliday presented her work on “user-generated content and its creators: consumers and commentators”. During her presentation Sue introduced the concept of social media ladder (also called social technographics ladder: see the slideshare presentation below for more information) which allows to segment the population according to the usage of social media tools. At the bottom of the ladder you have...

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Service quality and the role of employees in the customer experience
Jan23

Service quality and the role of employees in the customer experience

Previous posts have dealt on several occasions with the important topic of service quality. After re-reading what we had written we found out something important: employees are crucial. Employees are of course important to deliver the service quality that customers expect (although we still need to explain you what service quality really means). However over the last few years what we have noticed that firms tend to describe how...

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Affordable and efficient design strategies
Jan21

Affordable and efficient design strategies

When it comes to design regular readers know that we firmly believe it can be a differentiating factor and it can add value to a business. Yet, design depends on trends, on taste, in other words on lot of external variables that are not under your control. What was well designed yesterday may seem old-fashioned today.   The ROI of design If design is considered an antecedent of value, then we should talk about return on...

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The secrets of market research: how to avoid pitfalls when creating a new venture. Part 2
Jan16

The secrets of market research: how to avoid pitfalls when creating a new venture. Part 2

In our first article of this series of 3 on market research, we dealt with the methodology of market research and with trends and competition analysis. Today we move to the analysis of demand and will go in depth on qualitative and quantitative research.   Demand analysis This analysis aims at qualifying and quantifying the demand for your product or service. In other words your goal should be to “see” whether the market wants,...

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One Day One Idea: Lacoste co-creates with customers
Jan11

One Day One Idea: Lacoste co-creates with customers

The idea in a nutshell To celebrate the 60th anniversary of the Lacoste polo shirt by René Lacoste, the French brand (which was recently sold to a Swiss group) launched an initiative to co-create with its customers. It asked them to connect to a dedicated website (www.lacoste-future.com) to design the shirt of the future. To discover more about it, have a look a the movie which was created on this occasion.     Advice #1 for your...

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“Les Causses”, an example of successful retail concept
Jan09

“Les Causses”, an example of successful retail concept

Sometimes I feel fortunate. I do a wonderful job, have a lot of wonderful clients, advise a lot of very different businesses. And on top of that I meet inspiring entrepreneurs when going on market research tours.   The story of Alexis Roux de Bezieux During our last tour in Paris I met with Alexis Roux de Bezieux who launched “Les Causses” a tiny upscale proximity store selling food and drinks. Alexis was kind enough...

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One Day One Idea : use offbeat humour to sell your stuffs
Jan07

One Day One Idea : use offbeat humour to sell your stuffs

The marketing idea in brief Sometimes in worthwhile to be “offbeat”, i.e. not to follow the rules (especially the marketing ones). Look for instance at the example of this store I came across while in Barcelona on Passeig de Garcia. Pitty I can’t remember its name. It was just crowdy, full of people looking for the latest gadget to buy in this modern bric-a-brac. Even if you had already everything on earth...

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One Day One Idea: the management of customer experience by Cerdan Heritage
Jan04

One Day One Idea: the management of customer experience by Cerdan Heritage

Santa Claus brought me this year some very cool “Cerdan Heritage” stuffs. If you don’t know about Cerdan Heritage, read the article we wrote a while ago about this SME started by Marcel Cerdan’s grandsons. The idea in brief Not only are clothes of extreme high quality but the products come with a series of little details that enhance the overall customer’s experience: cardboard label with its vintage safety pin, Cerdan label stitched...

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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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What’s new in 2013: more advices for entrepreneurs with a focus on market research and innovation

Looking back over our shoulders Looking back at 2012 we’ve written a lot (like in 2011) but took a pretty long break after the summer. With a sudden increase in workload we had to concentrate on clients’ assignments. This is no excuse though as part of our company’s mission is to collect, analyze and diffuse knowledge. Fortunately enough there were a few events scheduled in the second half of the year that kind of forced us to resume...

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Success for the first edition of the seminar “market research for startups”
Jun10

Success for the first edition of the seminar “market research for startups”

The Brussels Enterprise Agency (BEA) asked IntoTheMinds to conduct a training a training for startups on the topic of “market research”. This seminar was free of charge for participants and all seats were booked in less than a week. In the end it was a big success with 28 attendees and a lot of good questions and interesting business cases. This 2-hours interactive seminar was followed by 1 hours of personal consultations...

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IntoTheMinds organizes marketing trainings for members of the Brussels Chamber of Commerce
May19

IntoTheMinds organizes marketing trainings for members of the Brussels Chamber of Commerce

IntoTheMinds has been chosen by the Brussels Chamber of Commerce to organize trainings for SMEs on important marketing topics. We will be organizing 8 modules in 2011-2012 on market research and customer loyalty and will show participants how they boost their companies’ results. All practical information can be found on the Chamber of Commerce website at...

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IntoTheMinds partners with the Brussels Chamber of Commerce

IntoTheMinds is proud to announce its partnership with the Brussels Chamber of Commerce. After the summer 2011 two new trainings will be launched which will be opened to all Small and Medium Enterprises (SME) of Belgium as well as to entrepreneurs willing to start their project. The first 4-session training will be dedicated to customer loyalty and its impact on operational margins. The second will focus on market research and its...

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