Four degrees of customer centricity
Many of us in this want-it-right-now, on-demand culture seek levels of sophistication in marketing that we’re not prepared for. It’s as if we think we
Don’t overwhelm with e-mail
When not Shopping at a Store, I regularly shop by catalog and almost never purchase online. Once e-mail took off, every catalog mailer asked me for my
The role of the customer: Asset or partner?
Retailers have long viewed customers as hard assets a valuable commodity we smugly thought we owned. For decades, we used our customer files as a means
The ideal multichannel org chart
Are you multichannel? Even if you have only one brick-and-mortar location, you probably have a simple Website and communicate with some customers via
Retail marketing strategies
It’s been more than 20 years since the customer information revolution began, most visibly in retail loyalty programs Neiman Marcus InCircle and American