Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Media : Will Le Figaro Premium succeed in selling online news content?
Apr24

Media : Will Le Figaro Premium succeed in selling online news content?

Le Figaro, France’s first newspaper in terms of audience, announced last week it was launching a premium paying edition (Le Figaro Premium). This innovation is a huge challenge, like for all newspapers which have seen offline audience and advertising revenues decline. It’s today well agreed that advertising can’t entirely cover the costs associated to producing and diffusing news. This conclusion is valid in the newspaper industry,...

Read More
What do buyers of online news content look like?
Apr22

What do buyers of online news content look like?

Are people willing to pay for online news content? This question has been studied by many people, academic and auctioneers alike. The answer which has consistently been brought is that users are indeed willing to pay for content. But results have to be interpreted carefully. Most surveys deal with “purchase intentions”, which is not the same as “actual purchase”. You may well declare to someone you intend to buy something; but when...

Read More
Fedex wants to take TNT over: will it happen or not?
Apr20

Fedex wants to take TNT over: will it happen or not?

In 2010 we predicted already that the market of courier delivery services would consolidate. Our prediction quickly turned true as UPS tried to take over TNT. This takeover was later rejected by the European commission, arguing that this would have restricted competition (read the press release here for more information). In some member states, the Commission argued, the competition would have been reduced to two players, leaving DHL...

Read More
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...

Read More
This store window is interactional … but not digital
Apr01

This store window is interactional … but not digital

The Converse store in Berlin has a very nice and creative idea to make sure people and prospective customers are attracted in the store. Let’s have a look at what they did. The problem with most store windows is that they are very static. This is especially true for clothes. Windows look “dead”. Digital technologies enabled to bring some life and made windows more attractive for customers. Yet, going digital has a...

Read More
Data mining : visualize your data for better results
Mar30

Data mining : visualize your data for better results

Doing data mining can become a quickly exhausting exercise if you don’t know where you are heading to. People can easily get lost and draw erroneous conclusions. Read further and discover a tool that will change the way you manipulate and represent data. Exploratory factor analysis The exploratory and confirmatory factor analysis (EFA and CFA) provide numeric ways to explore the data and to build tentative models. In the end,...

Read More
Soon Soon Soon and IntoTheMinds partner to detect and implement marketing trends
Mar27

Soon Soon Soon and IntoTheMinds partner to detect and implement marketing trends

Soon Soon Soon (Paris) and IntoTheMinds (Brussels) have decided to enter in a partnership to offer companies a complete service ranging from the detection of marketing trends to their implementation.   Soon Soon Soon gained renown in the detection of emerging consumer trends around the world. With its unique business model and network of 1500 people, a global monitoring is carried around the world to detect weak signals and...

Read More
5 points to check that your e-commerce website fulfils newest French law
Mar25

5 points to check that your e-commerce website fulfils newest French law

Dear webmaster and e-merchants, some changes are needed on your website if you do e-business in France. The Hamon bill must be enforced to avoid customer dissatisfaction ! Are you aware of the changes ? If not, reader further … you may get a few surprises. General Terms and Conditions The customer now has 14 days (instead of 7) to step back and renounce to a purchase. Returning goods is a major source of customer dissatisfaction...

Read More
Marketing strategy: should banks charge customers more?
Mar23

Marketing strategy: should banks charge customers more?

The boss of the National Bank of Belgium suggested that banks change their tariffs and charge customers for services like cash withdrawal, payments made by bank cards, yearly fees charged to have a bank account, … Is it a good marketing strategy ? Why were such proposals made when, at the same time, consumers keep losing purchase power each and every year ? If such proposals were to be implemented, what would be the consequences on...

Read More
How to connect digitally with your customers : good initiative by Moimee
Mar20

How to connect digitally with your customers : good initiative by Moimee

Digital interactions have become the norm rather than the exception in today’s world. Yet, very few organizations actually know much about the people interacting with them (or just talking about them) on social media. The reconciliation of data is a real challenge. But before even talking about reconciliation, the most difficult part is actually collecting the data. If you don’t do that step there won’t be much data mining to do. Most...

Read More
5 Questions you should answer when doing your market research
Mar18

5 Questions you should answer when doing your market research

When you carry out market research, there is one thing that you need to study very carefully : what are the factors influencing the market that you have no influence upon. Those factors are of different nature and it’s very important to identify them to avoid falling in a trap, and turning a business idea into a disaster. Across the years we’ve been faced with different stories of entrepreneurs who didn’t include this analysis in...

Read More
Our new blog : +25% audience, +50% page views
Mar16

Our new blog : +25% audience, +50% page views

Just before Christmas we launched the revamping of our blog(s). With a few weeks perspectives we draw the first conclusions and see what works and what doesn’t.   Increase in audience, increase in page views The first striking improvement is that we experience a clear improvement of the audience. On average we’ve 25% more visitors than before Christmas. The most dramatic improvement however regards the number of page views and...

Read More
Inbound marketing: is video blogging the best SEO strategy for the future?
Mar16

Inbound marketing: is video blogging the best SEO strategy for the future?

I recently had a meeting with fellow blogger Patrick Hannedouche in Paris and we discussed the future of blogging together. Blogging and inbound marketing Patrick runs a blog on entrepreneurship and financing that is very successful. He has some 15000 visitors per month which is slightly above the score of IntoTheMinds. We have both a very narrow positioning that makes our respective blogs interesting for “long tail” searches. One is...

Read More
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...

Read More
How Hootsuite leveraged customer dissatisfaction to improve its product
Mar04

How Hootsuite leveraged customer dissatisfaction to improve its product

You all know Twitter, right ? Most of us do use it. But some of us have more than one Twitter account. I manage three actually : my own one @pnschwab where I deal mostly with scientific marketing research and personal thoughts, @IntoTheMinds for our marketing agency in Brussels, and @BestPopUpStores which we launched last year together with our online project on remarkable pop-up shops. When you have three twitter accounts the problem...

Read More
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...

Read More
France and Belgium : two countries lacking a culture for customer orientation
Feb25

France and Belgium : two countries lacking a culture for customer orientation

In a very inspiring article (in French) Frederic Klotz, former community manager of Rue du Commerce, describes all the problems an e-customer can face in France (don’t hesitate to read the interview Frederic gave us last year). He describes the lack of customer orientation in French firms and suggests that French customers are the most badly treated. Frederic, believe it or not, France is not a unique example of a country...

Read More
If you want your mobile app to be a success, don’t follow this example
Feb23

If you want your mobile app to be a success, don’t follow this example

Digital marketing and in particular the role played my mobile apps is crucial. Who would dare saying that it’s not. Yet many firms don’t know how to articulate their digital strategies and in particular how to design successful mobile applications. RTL radio promoted the other day a mobile app which, at first sight, seemed to be build on a superb idea. Yet, our analysis shows that it is doomed to failure. Food spilling is a huge...

Read More
Don’t throw your old cell phone away: its trendy !
Feb20

Don’t throw your old cell phone away: its trendy !

Whether it’s an effect of nostalgia or just a snobbish trend is not sure. But we observe a weak signal, an emerging trend towards the use of old phones. A few trendsetters and VIP have been watched using old iphone : Anna Wintour (the editor of Vogue US) with a startac-like phone, Rihanna, Bill de Basio (the mayor of New-York), Iggy Pop … it seems that some people when to experience the simplicity of phones in the good old days....

Read More
3D printed photo figurines: a winner-takes-all market ?
Feb18

3D printed photo figurines: a winner-takes-all market ?

3d printing is hot. New applications pop up every day and we even saw last week a 3D printer that was 3D printed. One thing is sure. With each day that passes, the appearance of 3D printed objects will come closer to the original model. You may remember the post we published in 2014 on this stunning startup we discovered in Berlin: Twinkind. This startup stunned us. Their technology allowed to get a 3D photo figure of yourself and the...

Read More
Old and new ads compared: how has advertising evolved?
Feb16

Old and new ads compared: how has advertising evolved?

If you have ever browsed old magazines you have certainly been amused by how these ads may seem old-fashioned. The codes of advertising have changed so much in the last decades that ads of 30 or 40 years ago, would just not fit in any magazine today. Yet, have you ever compared old vs. new ads and seen the evolution ? We did the exercise for you and prepared a slideshare (below) so that you can actually see the evolution. As you will...

Read More
Make your ads more effective with this very simple tip
Feb13

Make your ads more effective with this very simple tip

I’m more and more interested in media and advertising and have recently read a lot to better understand consumer behavior when faced with advertisements. Today I’d like to offer you a lesson taught by researchers using eye-tracking to understand consumers’ reactions in front of ads. Exposure to ads is very brief As you may know exposure to ads is typically very short. It’s measured in milliseconds and researchers consider that people...

Read More
How news consumption is influenced by the introduction of mobile apps
Feb11

How news consumption is influenced by the introduction of mobile apps

As everyone knows the rise of digital technology has changed completely media consumption. Traditional media have lost market share and news consumption has shifted to mobile content. The very business model of traditional media is at stake and the need to rethink the news offer has never been so high. Change is mandatory for those who don’t want to go bankrupt. A recent paper published in the Journal of Marketing (the most renown...

Read More
Belgian railways CEO attacks bad results of satisfaction survey
Feb09

Belgian railways CEO attacks bad results of satisfaction survey

Trains’ punctuality is a strong indicator of customer (dis)satisfaction whatever the country. In countries where trains are still operated by public organizations (France, Germany, Belgium, …) operational objectives are usually set by the State to guarantee that efforts are put into satisfying travelers. In Belgium the quest for more satisfaction led to a “fight” between Belgian railways’ CEO, Jo Cornu, and Customer Defense...

Read More
Vuitton creates once again attractive store windows
Feb06

Vuitton creates once again attractive store windows

Louis Vuitton is an example for all retailers in terms of store windows design. You may remember what we called the most beautiful store windows in the world, displaying golden dinosaurs on the Champs-Elysees. The LVMH teams work not only on designing amazing widows, but also on having an homogeneous implementation worldwide and on changing windows often (see another example here). Never before have retailers put so much emphasis on...

Read More
Effective advertising: combine humor and original ad placement
Feb04

Effective advertising: combine humor and original ad placement

Today is Wednesday. It’s typically not the toughest day of the week (you see light in the tunnel, in other words the weekend is approaching) but I thought you’d like to be amused, yet learn something to make your advertising effective (or more effective). In light of my latest post on advertising, I decided it was time for a shorter post today. Let’s learn today how to make an advertising campaign more efficient. In my post on Monday...

Read More
How will advertising look like in the future ?
Feb02

How will advertising look like in the future ?

A film producer came to my office the other day and wanted to interview me on the evolution of advertising. At first sight it seemed pretty odd to interview a marketer to get insight about advertising, but drew eventually some interesting parallels with marketing. 70 years ago : terra incognita Have you ever heard of the term “terra incognita” ? Wikipedia proposes the following definition : Terra incognita or terra ignota is a term...

Read More
iDTGVMax: What is the hidden agenda of the French railways?
Jan30

iDTGVMax: What is the hidden agenda of the French railways?

The French railways company (SNCF : Société Nationale des Chemins de Fer) made the news this week when it announced the launch for an unlimited offer with its iDTGV. For 59.99€ per month, travelers would be allowed to take online booked high-velocity trains (called iDTGV) as many times as they’d like. This offer is called IDTGVMax and can be discovered on the dedicated website at IDTGVMax.com This unlimited offer was however limited...

Read More
How to get back in touch with dissatisfied mobile app users
Jan28

How to get back in touch with dissatisfied mobile app users

In the last 10 years we have been in touch with many companies conducting satisfaction surveys. One thing surprised us. In many cases, these results were used for reporting purposes to the management but were not used to actually improve situation. In other words, dissatisfied customers were not contacted to understand what happened and to attempt to recover the situation. It’s like if companies were too shy (or shameful) to do it. Do...

Read More
Sharing Economy : a new form of exploitation ?
Jan26

Sharing Economy : a new form of exploitation ?

I got a call last week from the TV : they wanted to know more about the sharing economy for a forthcoming broadcast and discuss in particular what it could change in our Society. After 1 hour of discussion I was more pessimistic than ever. I concluded for myself that the Sharing Economy was more of a threat to our model of Society than a real advantage. What is today’s perspective on the sharing economy? It is first of all very...

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
Innovation & Design Thinking: 3 secrets to generate better ideas
Jan19

Innovation & Design Thinking: 3 secrets to generate better ideas

You know I’m a big fan of design thinking. I’ve carried out many sessions and ideas have popped up that I’m sure, would never have come to mind with Design Thinking. As you know Design Thinking is a real methodology that helps fuel creativity and pave the way to innovative ideas. The purpose of this post is certainly not to deal with the whole method here (there are excellent books and really good trainings to do that) but to deal...

Read More
Merchandising effect around Charlie Hebdo threatens brands
Jan16

Merchandising effect around Charlie Hebdo threatens brands

The wave of emotion following the attacks of Paris led to a very strange marketing phenomenon : people tried to sell stuffs related to Charlie Hebdo popped up online and offline to profit from the worldwide press coverage the event got. Last Saturday I was interviewed by RTL on this very topic and thought it might be interesting to put my reflexions on paper. Why are people trying to take profit of the event? Greed. There is only word...

Read More
The one thing to do to handle complaints on public forums well
Jan14

The one thing to do to handle complaints on public forums well

Complaint management is an Art some people say. And it’s true that given the number of recommendations (sometimes contradictory) that exist about how to handle complaints, firms must be very agile to know what to do at the right moment to ensure customer satisfaction. What to do when customers complain on online public forums ? The challenge posed by online forums is huge. They can damage a brand reputation and be the starting...

Read More
Where is this crazy Society going to?
Jan12

Where is this crazy Society going to?

I started 2015 with a blog post about Love. Only 48 hours after that blog was published the attacks in Paris began. I must admit I felt so desperate when it all started on Jan, 7th that I just had no energy to write anything. How could I actually write anything about a secondary subject like marketing when such events happen? I wanted to modestly dedicate this first post to the victims of the three attacks. The question arose however...

Read More
#WeAreCharlie
Jan08

#WeAreCharlie

In memory of the victims of the Paris’ attack, we’ll suspend our publications today and tomorrow.  

Read More