Knowing Anna: How Well Do You Understand Your Customers?

Posted on July 21, 2015 by bermanevansretail
With the advent of big data, there are more opportunities than ever to use micro-marketing in targeting and understanding our customers.
Here is an example from Teradata:
“Catch the moment — Marketing that connects with Anna. What would you do if you knew exactly how to connect with each customer as an individual? Teradata Marketing Applications transforms your data analysis into the individualized insights you need to deliver the right offer, at the right moment, via the right channel. Connect one-to-one with your customers from a single platform and turn insight into foresight.

 

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer | Tagged , , , , , , , | 1 Comment

Free Resources from Trendwatching.com

Posted on July 17, 2015 by bermanevansretail
Trendwatching.com is an excellent source of information about current and emerging trends around the globe:
“Established in 2002, we help forward-thinking business professionals in 180+ countries understand the new consumer and subsequently uncover compelling, profitable innovation opportunities. We rely on professionals in London, New York, São Paulo, Singapore and Lagos and on our network of spotters in more than 90+ countries worldwide.”
At its Web site, Trendwatching.com makes available a number of free resources. Here are some recent examples:
Posted in Global Retailing, Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together, Social Media and Retailing, Technology in Retailing | Tagged , , , , , , , , , | 1 Comment

Retailing Can Involve B2B Marketing, Too

Posted on July 15, 2015 by bermanevansretail
When we think about the concept of “retailing,” we tend to focus on the company transactions that involve final consumers — those buying buying for personal or household use. We often do not consider how many retailers also engage in B2B (business-to-business) marketing and sell to business customers. Popular examples of retailers applying this form of multi-segment target marketing are Costco and Staples. 
Consider this UK-based illustration, as reported by B2B Marketing:
“DIY store Wickes has partnered with employee and customer engagement solutions provider, Grass Roots, with the aim of developing its presence in the B2B market. As part of the partnership, Grass Roots’ ‘Bonusbond’ gift cards and prepaid ‘Pure Card’ will now be accepted at Wickes stores across the UK. This will make it possible for cardholders to earn cashback every time they shop. The ‘Pure Card’ is also supported with an app and allows users to access their account details via their smartphones. Wickes plans to introduce and accept more prepaid cards of different suppliers in the coming months to strengthen the brand in the industry.”

 

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Posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 7: Communicating with the Customer | Tagged , , , , , , , | 1 Comment