Archive for Retail

A Dis-United Experience

A Dis-United Experience

Every aircraft, every flight, is an opportunity to deliver the brand “experience.” It’s the cumulative effect of flying on time, the condition of the aircraft, the entertainment media provided, the flight attendants, the seats, the smiles or kindness you receive.

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Forget Brand Loyalty: Brand Experience Is How Consumers Connect

Forget Brand Loyalty: Brand Experience Is How Consumers Connect

We make consumer choices constantly. When you go to a great restaurant, or a happening urban center like Oakland’s UpTown, or even Home Depot, what you remember is the experience. It’s how our minds work. The choreography of the interaction sets consumers up for a…

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Marketing to Millennials: It’s Not What You Think

Marketing to Millennials: It’s Not What You Think

What’s the spin on millennials? How do you market to them? They don’t seem to like advertising or being “sold to.” Well, does anyone? When you’ve grown up in a world where the technology is always on, where you control your newsfeed and media, you ignore…

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Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

REI’s decision to close on Black Friday this year was a revolutionary and actually anti-retail idea – don’t go shopping the day after Thanksgiving on Black Friday: go outdoors, do something with your friends and family. This move was so dramatic the CEO wasn’t quite…

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Ask a 10-year-old what your brand is about

Ask a 10-year-old what your brand is about

I was driving my 10 year old son to school one day when he piped up and said that MacDonalds was a company that sold crappy food that made people unhealthy. I asked him why. He said that’s what everyone at school says—his friends, teachers, everybody. You…

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Customers’ values: the new branding tool

Customers’ values: the new branding tool

You may be paying more but look at all these cool things Whole Foods is supporting! You get the feeling that the extra amount you may be spending is going to something worthy and good, something that you may be connected to or are committed to and is a part of your local community.

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Redefining the Retail Experience

Redefining the Retail Experience

This shopping season I spent time in various insane store environments. It amazed me how some places are just piles of goods, inventory that must move. But when you think about it, these stores are the ones that can’t depend on you coming in to buythat…

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Berlin Wall: Now the Center of Shopping

Berlin Wall: Now the Center of Shopping

    Branding Retail Experience in the City Center Berlin recently opened the Mall of Berlin. It’s virtually in the center of Berlin on the site of what was an enormous department store formerly owned by a leading Jewish retailer who was forced to sell…

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Consumers and the Changing Face of Retail

Consumers and the Changing Face of Retail

Walking into the local coffee house can’t be duplicated online. The desire to experience smells, sounds and the human interaction of a physical place— the desire of customers to “be some place” —is more visceral than the act of acquiring something needed.

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Barnes & Noble: retail store or Nook?– the value of location

Barnes & Noble: retail store or Nook?– the value of location

why not focus on the bookstores? What else that’s totally unique does Barnes & Noble really have? With over 5,000 retail environments they can and should reinvent themselves into more that a bookstore.

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