Strategy Driven

APRIL 11, 2019

With the right approach, you can integrate different marketing activities and amplify their impacts. An in-store promotion can be combined with social media marketing, direct marketing, and even email marketing to create a bigger impact. Or your retail space?

Marketing 57

Marketing Merchandising Audience Brand 57

Harvard Business Review

AUGUST 4, 2017

Was the e-commerce giant engaged in a long game to alter the relationships between consumer goods makers and their brick-and-mortar retail partners? On one side is the growing interest of brands in direct-to-consumer (D2C) models. Find a way to work with third-party retail channels. Look for measures that matter.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

NOVEMBER 23, 2011

If you're a retailer and you're not generating a non-stop flow of customized, interactive content, the writing's on the wall: Publish or perish. Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. Just look around.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

FEBRUARY 14, 2014

At one top retailer, the analytics team was looking to fill a direct marketing measurement position but was not satisfied with the direct marketing experience in the CVs the recruiting team was sharing with them. Hiring Talent management' The first is simply using more specific language.

Direct Marketing 11

Direct Marketing Talent Management Marketing Human Resources 11

Harvard Business Review

SEPTEMBER 6, 2013

For example, catalog and online retailers like L.L. But while such customized services used to be enough to compete effectively, these retailers are now finding they need to improve their operational reliability too. As a direct marketer we have been good at customer intimacy. We''ve survived through heroics.".

Customer Intimacy 8

Customer Intimacy Operations Supply Chain Retail 8

Harvard Business Review

APRIL 29, 2011

You see this every day in retail outlets that are not company stores. If your competitor isn't really competing with your direct market, you can refer business to each other without anyone losing customers. This is called up-selling, or cross-up-selling, and both parties share the profits. Cross endorsement.

Travel 15

Travel Chief Executive Officer Venture Funding Magazine 15

Harvard Business Review

SEPTEMBER 22, 2011

Phones4U, a UK mobile phone retailer, announced a big increase in the weight of Net Promoter scores in its frontline pay plan. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth. The company's managers felt helpless and frustrated.

Incentives 11

Incentives Sample Customer Loyalty Metrics 11