Harvard Business Review

MAY 25, 2018

Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches. .” Are brands adapting to this new reality? This certainly makes sense. Influence vs. Affluence.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

FEBRUARY 17, 2012

She also receives a goodwill discount voucher of 10% as part of the store's customer loyalty initiative. Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers.

Retail 14

Retail Mass Marketing Customer Loyalty Discount 14

Harvard Business Review

DECEMBER 30, 2016

Instead of prioritizing process optimization around inventory management, UXes dedicated to cultivating loyalty, trial and ancillary services evolve. In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform.

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

MARCH 8, 2012

The old model for customer relationships — that is, the one still used by many companies today — is built around a buying funnel that progresses from awareness to consideration to purchase to loyalty. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 17

Marketing Brand Mass Marketing Metrics 17