Harvard Business Review

NOVEMBER 1, 2016

CQ tries to assess what draws customers to certain brands, like REI, Wegmans, Dove, and Marriott. Take REI, for example. Last year REI announced it was closing all its stores on Black Friday to encourage employees and consumers to spend the day outdoors with their families and friends. increase in revenue, to $2.4

Brand 8

Brand Reis Loyalty Bottom-up 8

Harvard Business Review

DECEMBER 29, 2011

Here are some examples of different ways to craft such a message : Use a familiar slogan in a fresh way: After a company has spent millions to make a slogan familiar, skew it in a new direction for your intended meaning.

Stage-Gate 15

Stage-Gate Venture Capitalist Reis Sports 15

Harvard Business Review

FEBRUARY 28, 2011

For example, Lowes ran a Black Friday campaign on Facebook in which it offered a limited number of items at ridiculously low prices for fans only. Last year REI drove traffic to its stores by offering $1 donations to charity for every check-in, with a ceiling of $100,000. Crowdsourcing.

Retail 15

Retail Discount Reis Merchandising 15

Harvard Business Review

MAY 24, 2016

With the rise of new technologies like the internet and mobile, there are additional critical junctures for increasing the buying likelihood, including at the research stage. For example, Sephora offers in-store customers the ability to get online makeup tutorials at stations called the “Beauty Workshop.”

Retail 10

Retail Supply Chain Loyalty Reis 10

Harvard Business Review

NOVEMBER 3, 2015

For example, last holiday season, Toys “R” Us carried some of the most in-demand products, including licensed goods from Frozen and Teenage Mutant Ninja Turtles , but it still turned in a comparable store net sales decrease of 2.7% for the season. Service has always been a powerful differentiator, but it is rising in importance.

Retail 8

Retail Reis Price Discount 8

Harvard Business Review

JUNE 23, 2014

Backcountry.com and Zappos, for example, are excellent online retailers, but they haven’t displaced REI or the local shoe store, because people value that hands-on expertise. Especially when the purchase is something we really care about, we’re willing to pay extra for a trusted advisor helping us make the right choice.

Retail 9

Retail Reis Price Banking 9