2017

Customer Engagement Gone Wrong: Equinox

A new Equinox recently opened up near the SessionM headquarters and I, as well as a couple colleagues joined. The facilities are amazing; the classes are excellent; and the staff is friendly. (Don’t worry this is not a gym review.) While there’s a lot to like about Equinox, this brand is struggling to provide a sophisticated, frictionless member experience. Buckle up--it’s time for another customer engagement gone wrong story, and it’s not pretty.

2017

How to Engage Out-of-Market Fans

Being a sports fan is emotional. As the team goes, so goes its fans. Fans want to know all about the players and everything that’s happening and receive updates as they happen, so they can feel as close to the team as possible. A top priority for sports organizations is expanding their fan base. Fans living in the local-market can easily catch a game and buy apparel and merchandise in a local pro-shop. There is also plenty of advertising, discussions of the team in local media, and a variety of other events to keep the team top of mind and attract new fans. But what about your fans who don’t live locally? How can you keep those out-of-market fans engaged and valued? Let’s walk through a few ideas.

2017

2017

2017

Sephora's Customer Experience Wins & Untapped Potential

I have never been a big makeup person. Don’t get me wrong -- I need it and don’t ever go out without it, but I stick to the basics. I am an athlete, so that complicates the attention I choose to give to makeup. The surplus of options and brands Sephora offers is intimidating. Primer, powder, bronzer, and mascara is the combination and extent of the makeup I consistently purchase but unlike most people, I am a true loyalist. For me, Sephora is the best place to go because I know they will always have the brand I love: Laura Mercier. I am loyal to Sephora and buy all of my products at their stores or online. Here’s where I think they are delivering a great customer experience and opportunities for them to turn passive makeup purchasers into frequent shoppers.