A couple weeks ago we discussed the pitfalls of West Elm’s customer engagement strategy. This week we’ll visit the scene of the customer engagement crime of another otherwise wonderful brand--Neiman Marcus--and try to provide some guidance using our experience helping hundreds of other brands correct similar infractions.
In today’s ever-changing world, technology is rapidly progressing. Mobile has taken strides from strictly functioning as a means to call or send a text, towards being a bridge to connect customers to brands at all times, across any channel. Customers are getting savvier - they know what they want - and traditional loyalty strategies simply won’t cut it anymore.
A new marketing paradigm has hatched, and it’s growing. Where there was once division between marketing and IT teams now there is unity. Where technology once struggled to meet marketing objectives without clear attribution, now it’s deployed to support business goals with rich analytics.
Retail of the future has arrived, courtesy of Amazon. The e-commerce superpower has released plans for Amazon Go, a physical grocery/convenience store leveraging the power of mobile to allow for lightning fast “grab-and-go” checkout. Customers scan a QR code when entering the store, add items to their bags as they please, and simply walk out of the store when finished shopping, with the charge hitting their existing Amazon account. This next generation of retail will come to life early next year, with the first location slotted for Seattle.
WalletHub recently published a comparison of the 12 largest U.S. hotel chains’ rewards programs to help consumers navigate the confusing realm of points and status tiers. The results of the comparison, which looks at 21 metrics, including point values, expiration policies, booking blackout dates and brand exclusions, reveal which hotel loyalty programs are the most beneficial for consumers in particular areas and overall.