Category Archives: Brand Management

RE(ward)TAIL?

Small Town and City Retailing that rewards the community, retailers, and customers…

Specialty stores could be better designed to present new customer experiences (CX) and unique shopping rewards for all shoppers and for loyal program customers.  Some communities are now supporting specialty retailers who have been challenged by incoming and ongoing mega-retail, but are rebounding with more nimble, creative and unique thinking.

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Retail Therapy is offered by SPREE at the Fashion Square, Biltmore Fashion Park and Kierland Commons Luxury Malls in Scottsdale, Arizona

This can be managed by encouraging people with shopping strategies that offer the customer unusual incentives for rewards for their purchases.  For example, strategies we have recently seen could be to design customized: t-shirts, gift cards, items of artwork by local artists and artisans.

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Collaborating between local shops and organizations is often a win-win outcome.

In tandem with, and actually preceding the shopping reward could be a Rewardtailer’s complementary multi-media strategy of reward advertising.

Also a Rewardtailer’s advertising should not only offer purchase rewards and overall discounts, the consumer is inundated with a plethora of offers and the followup survey — so the question should be: What will make YOUR offers/rewards different and more desired by your customers?

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Lucky Magazine offers Lucky Points, their Lucky Closet, and exclusive access and CX experiences. Luckymag.com/shopoutnyc

Could you envision offering purchase rewards that provide Knowledge and Value of the town’s or retailer’s history — developing a special intriguing persona?  The Reward strategy is part of the customer’s Decision-making process.  As we have written before, Knowledge, Value, and Decision is a KVD strategy that can build a mutually valuable relationship.  People and companies desire a community that is involved in the happiness of their residents and success of their businesses.

Before the razzle dazzle of our fascination with technology gets us all excited…  Let’s remember that “there is nothing as powerful as a good idea whose idea has come.”  (Thank you Victor Hugo — even then and all the way to now.)  At the core of our new strategies must be something that will carry the day…  This is the excitement of retailing through the centuries — if you want a historical view, watch PBS’s Masterpiece retail stories: “Mr. Selfridge” and “The Paradise.”

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What will we, “our time,” be known for in our future years?

Perhaps — ADVERTISING?  Interactive print newspapers in 4D?

Drawing be Art Winters
Drawing be Art Winters

For more on the use, value and research on Loyalty Programs:

http://www.bizjournals.com/prnewswire/press_releases/2014/10/16/MN38644

A Loyalogy Consumer Study finds that retail reward programs may increase shopper spending by 33% — and with Millenials — 41%.

http://apparel.edgl.com/news/can-loyalty-programs-really-increase-sales-91630

“70% of members feel loyalty programs are part of their relationship with a company/brand.”

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

PERSONAL CUSTOMER EXPERIENCE… PCX

Mobile 1 to 1– is No. 1

Big data technology keeps giving brands more and more personal information about YOU. The rise of technologies available to brands keeps enabling each brand to know intimate details about consumer behaviors. These technologies deliver opportunities to create more personal, 1 to 1 customer experiences (PCX) that will hopefully earn loyalty from customers, not only for their own satisfaction, but also for giving recommendations to others.

What would now be the brand’s strategy for PCX? It is being reported that there is a billion-dollar market for advertising sales on mobile videos. Major wireless carriers will be selling personalized ads that can target 1 to 1 with advanced Web videos. Digital PCX will also help retailers improve their omni-channel blend between digital, mobile and physical — “brick and mortar”– in innovative ways.

Drawing by Art Winters
Drawing by Art Winters

What does this all mean for the future of PCX? Is the future of media all about our mobile devices? This rapidly advancing mobile age has certainly created remarkable omni-channel experiences for consumers everywhere in the world, from obtaining instant news, entertainment, to shopping options galore. The interaction that must now be an essential factor for developing strategic PCX is and will continue to be mobile.

With the newest mobile technology in the hands of the customer, retailers are increasing their use of mobile devices to enhance the in-store sales associates’ ability to better serve their customers face-to-face. Whether it is to check prices of competitors; expand the inventory beyond what the store can or does carry; read reviews; arrange for special ordering and shipping; and even to geotarget customers with special and relevant offers as they move through the store.

A newer app option to explore is the concept for visual searching – photographing an item seen on someone while in the street and asking the retailer what they have that is similar.

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Both the brand and retailer’s mission is to help the customer enjoy the shopping experience and deepen the relationship between them.

What new PCX technologies have you experienced and enjoyed?


Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

BRAND-NASCENCE — Birthing new ideas through retail

Brand-nascent retailers are creating new ways to help customers find and wear what their self-brand positioning demands. An example is the current trend in “brandventure” activewear, chosen to show one’s adventure choices. There are now more websites and retail stores that feature specific outdoor adventurewear  — with tempting outdoor travel ventures. Inasmuch as adventure tours are the fastest growing travel preference in the world — designers and retailers are working in tandem to provide nascent adventure fashion brands that incorporate tech assets for self-image and outdoor performance.

Sports brands are “nascenting” as well. These brands are creating high-tech wear that can focus on a single sport or adventure. Passionate sports aficionados are choosing retail to blend their love of the sport with a business opportunity. Specialization of this sort creates a brand with a pro-sport positioning that can encourage customer segments to buy more of its customized high-end apparel and related sports gear.

http://www.lids.com/
http://www.lids.com/
http://energyskateshop.com/
http://energyskateshop.com/
http://www.wellicious.com/
http://www.wellicious.com/

Another nascent tech is “mood-minding” technology that can bring together like-minded customers for similarly desired store experiences and products. Some future labs are experimenting with the customer-driven surveys to learn more about their interests and desires. This nascent tech also uses RFID (Radio Frequency ID) chips in the apparel tags to hold relevant data on a selected sport and its sport-customized apparel. Soon we will see the blending of this data to further service the customer.

These new technologies also lead to new experiential options for retailers to offer their evolving customer segments. It will be vital for retailers to strike a balance between nascence that provide high tech experiences and apparel aligned with their customers’ preferences. All the while, choosing the appropriate sports environments and atmospherics with inspiring mood-enhanced lighting and background music.

And of course, there will be nascence that re-defines luxury fashion. Some volume brands are starting to emulate luxury brands, forming their own alliances with well- known artists and designers. They are co-branding with design creatives to develop “brand-nascence” that will promise more uniquely self-styling items and personalized experiences:

Drawing by Art Winters
Drawing by Art Winters

We might ask: Is this new retailing or old retailing? Some of us remember when store owners and buyers knew their customers wants and needs and searched the markets for just the right products. Passionately delighting their customers and bringing them back for more. There seems to be a resurgence of that passion in these single-sport stores — and we are delighted!

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.