March 29, 2017

It’s emotional rewards that build loyal relationships

The problem with most loyalty programs is they are based on the wrong kind of rewards. Rewards programs are based on transactional relationships that focus on the goals of the business: repeat sales, customer referrals, long term commitment from the customer. What does the customer get in return? Usually it is a discount based on buying a […]

Higher purpose matters to your customers and your sales

Here is a paradox for the times. A brand’s higher purpose is the reason it exists beyond making money. But brands that have a clearly understood higher purpose frequently have the greatest financial growth. That conclusion comes from a Millward Brown analysis of the 50 fastest growing brands over the 10-year period 2001-2011. All of the […]

Extending the brand experience

Some brick and mortar retailers are trying to differentiate their brand by creating unique shopping experiences. Done well, this can be a smart strategy. One example is Origins beauty stores. Origins, owned by Estée Lauder Cos., has tapped into a consumer desire for experiences by encouraging slow shopping. It is a trend that encourages a leisurely browsing […]