Blog Archives

Performance Marketing 2.0

Managing the customer’s journey from awareness, consideration and purchase and then onto loyalty and advocacy is the Holy Grail of retail marketing. To unlock its full potential, the journey must be relevant, engaging and seamless, from end-to-end. The current focus

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Posted in Brand Strategy, Digital strategy, Ecommerce, Growth, Marketing, Retail Trends

Five Strategies to Strengthen Stores

We all know it: the Web commodifies the customer shopping experience. Nevertheless, the sheer convenience and unlimited access provided by online shopping continues to draw a greater portion of her spend. So how can mall specialty retailers draw her back

Posted in Brand Strategy, Digital strategy, Growth, Marketing, Merchandising, Retail Trends, Testing

Test for Success

In the popular business book Lean Startup, the author Eric Ries encourages companies to test their way into new businesses – to create a minimally viable product (MVP), get customer reaction, iterate and reiterate, and learn as much as possible

Posted in Growth, Marketing, Merchandising, Testing

Retail Strategy in the Digital Age

After twenty years focused on retail strategy, I took a two-year hiatus in an attempt to make my Internet riches with a software start-up. When I returned to consulting in late 2012 (alas, sans riches), I returned to a significantly changed

Posted in Brand Strategy, Digital strategy, Growth, Marketing, Merchandising

How to Win in Your Most Strategic Categories (Part I)

Strategic Patterning When I was VP of Brand Planning at Limited Brands, one of my team’s core responsibilities was to help with the merchandising strategies for several key business units. The main thrust was to develop plans and inculcate disciplines

Posted in Growth, Marketing, Merchandising

Dig Out of the Promotion Trap

Fall Into the Trap Promotions offering discounted prices have always been a prominent feature of U.S. retail, but they’ve become significantly more so since the recession melted away demand and technology reduced to near-zero the cost of targeted communications. An

Posted in Marketing, Promotion Strategy