Harvard Business Review

SEPTEMBER 17, 2018

People are inundated with different brands as they stroll through the streets, scan through their social media newsfeeds, and binge television. This occurs when customers believe they know every facet of a product or brand so well that they have a special, unique relationship with it. KAZUHIRO NOGI/Getty Images.

Products 14

Products Productivity Reis Film 14

Harvard Business Review

JUNE 22, 2016

Outdoor retailer REI goes even further by holding events, classes, and service projects to engage with the local communities around its stores. They may require a significant investment, but they generate more sustainable store traffic and greater brand differentiation and appeal.

Retail 14

Retail Discount Reis Supply Chain 14

Harvard Business Review

FEBRUARY 28, 2011

Last year REI drove traffic to its stores by offering $1 donations to charity for every check-in, with a ceiling of $100,000. Games like Farmville and Mafia Wars hosted on Facebook are immensely successful, creating an ideal opportunity for retailers to do something they know well: marry entertainment and merchandising.

Retail 19

Retail Discount Reis Merchandising 19

Harvard Business Review

FEBRUARY 3, 2015

And the merchandising vice president had difficulty understanding why “product” was one of the categories we were discussing. Using data and analytics as a starting point fails to recognize the importance of coherence between customer experience and brand identity. (By

Brand 8

Brand Reis Objective Merchandising 8

Harvard Business Review

MAY 22, 2013

By contrast, the UK-based retailer, Tesco, has launched an array of "virtual" stores designed to sell products with no merchandise. The more compelling and unique — think REI with its climbing walls — the better. Don''t count on bringing customers to your brand. Bring your brand to your customers.

Retail 8

Retail Reis Merchandising Download 8