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Kate King

The loyalty lie | RetailCustomerExperience.com - 6 views

www.retailcustomerexperience.com/...The-loyalty-lie

mk473 customer experience loyalty CRM

shared by Kate King on 25 Sep 13 - No Cached
  • most loyalty programs don't work
  • So, why don't most loyalty schemes work? Research points to several reasons. Loyalty programs are transactional. Loyalty isn't.
  • The best brand/consumer relationships are those that become transformative in the sense that the customer feels somehow better for having done business with the brand. The brand and shopping experience are the loyalty program.
  • rteufel on 25 Sep 13
     
    I agree with the article, that loyalty programs are not working. In my own experience there are only TWO kinds of loylty programs that are working somehow. Firstly, a loyalty program that is introduced by a brand/shop/store that I am already loyal with, e.g. the favourite coffee shop, or the closest supermarket. In those shops a loyalty program might even lead customers to buy more and appreciate it. Secondly, what I think is also working are loyalty programs introduced by a pool of shops. E.g. in Germany we had PayBack for a long time, which was a joint loyalty program that gave you points in almost any major retailer in Germany, so it was used by a lot of people. Noone wants to have 10 or 15 loyalty program plastic cards in their wallet, though...
  • ...2 more comments...
  • Angelo Csuti on 25 Sep 13
     
    The article is totally right! I worked for a year at a gas station next to my studies and we had these 'puy 9 coffees, get the 10th for free' cards, which we wanted to hand out to all taxi drivers, to make them visit our gas station frequently. Every second driver refused to take a card, when I offered them, because of the huge amount of other loyalty cards in its wallet (as Raphael already pointed out). Furthermore, I saw that we also have those cards for drinks at the HRC Store and I never took one, because I simply consider the drinks as too expensive to buy a dozen of them, just to get one for free!
  • Kyle Werner on 26 Sep 13
     
    This is a great article! It's very similar to a costco card or a sam's club membership. The only way a loyalty card like this would work is if the company had prices that beat juggernauts such as walmart or target. Most people on campus do have costco cards, so whether it's the Costco food or the ability to buy literally almost anything at the store, Costco seems to have found the solution.
  • Brock Naylor on 26 Sep 13
     
    I believe one of the largest reasons why loyalty is such an obstacle in today's markets is primarily due to fast paced, innovative society that we live in now. Consumers are becoming so oriented to 'the next big thing' that it is increasingly difficult for businesses to keep up with this rapid changing of trends, especially considering the small window a product has before it is one-upped.
  • Krista Lawson on 26 Sep 13
     
    I thought this was interesting to read as I myself have several loyalty cards to various places. I never put much thought into it, but after this article it really emphasizes the fact that I. Not really loyal to the brand as much as e transactional benefits. Given an alternate and similar option at a better price I would probably jump ship from those I support now to something different. It may not create the sincere loyalty, but it has worked in keeping me to returning to certain places for the transactional benefits, so it doesn't seem like a total failure.
Kate King

JC Penney -- Are You Listening? - Forbes - 15 views

www.forbes.com/...jc-penney-are-you-listening

mk473 strategy JCP

shared by Kate King on 03 Sep 13 - No Cached
  • I had the opportunity to hear Jim Collins, author of the business best-seller Good to Great, speak at a conference two weeks ago.  He talked about the fact that truly great companies find, “the right 20% to change.”  Companies need to change, they just can’t change too much all at once, and they need to change the right things.
  • alipaigeh on 05 Sep 13
     
    I think this article is a great example of how important it is for companies to be continually evolving and strengthening their brands. I currently work for Kairos Zero, which is an online marketing consulting company, and their main objective in helping their clients is specifically defining the target market. Once the target market is clearly defined for any company, they can use analytics to better analyze their main customers, how they behave, and what they are looking to experience with your product or service. In the case of this article, JC Penny was unable to evolve and develop new strategies for existing or new customers because their target market was not clearly defined, and JC Jenny's overall focus was not based on what the customer truly wanted. This directly affected their bottom line over the course of two years. Unfortunate for JC Penny, but demonstrates how important it is to cater to the customer and provide that "experience" that they are looking for.
  • ...5 more comments...
  • Kara Blakley on 05 Sep 13
     
    I agree with Petro's thoughts that JCPenney needs to listen to the customers. Apple is a different "breed" in a way because we as consumers don't know what we want in technology until we see it - I would have never been able to think I wanted a device such as the iPod or iPad until it was introduced. Now, I can't envision my life without them! JCPenney's "suburban house-wife consumers" need practical and versatile items. JCPenney's St. John's Bay brand was a $1 billion brand and they need to capitalize on their strengths - not completely take it out. They need to insert new and exciting items such as Joe Fresh but keep the elements that make their company successful...and carefully change "the right 20%." Have you all shopped the new brands at JCPenney and/or did you like the older/familiar brands we know and associate with the company?
  • Sarah Jacobsma on 05 Sep 13
     
    I agree with Kara, JCPenny does need to listen to what the customers want -- not what they think the customers want. There was a great point made in the article that they had gotten rid of St.Johns Bay apparel line, which is a line some of their customers were loyal and kept coming back to JCP. This article is a great example as Prof King said "the right 20% change." Unfortunately, in recent years JCP has seemed to change the wrong 20% rather than the right 20% which is why they were doing so poorly. I do not think that Ron Johnson took into account that JCP is a completely different industry over Apple. I think when changing a brand a lot of factors come in to play and as stated in the article to target toward current customers and/or new ones is a decision the company has to make.
  • Camille Sampson on 05 Sep 13
     
    Well put ladies. As Kara mentioned, Apple is a one of a kind company... for now at least. Until specialized firms like Apple can successfully replicate the ability to predict market demand, it is unnecessary to take such risks, as JCPenny did with the removal of core brands, to boost sales. Although it is encouraged for firms to think outside the box in todays modern world, in order to grasp the attention of consumers along side multiple other stimulants, it is essential that firms do so in a cautious manner. This is a perfect example of the importance of "the right 20% change". Although it is unfortunate that JCPenny had to endure this experience, it has developed a significant message/ take away for the rest of the industry to learn from. It will take a lot for JCP to revitalize its image with lost customers, but I feel their history of strong customer service and attractive product lines will encourage benefit of the doubt in consumers minds. It is great that they are trying to reach new consumer markets, but JCP must not forget about those who got them to where they are today. They need to nourish previous relationships, while continuing to cultivate seeds within the upcoming consumers(younger families, young adults) to stretch their loyalty to JCP into the future.
  • Sarah Wesp on 05 Sep 13
     
    I think all four of you nailed it! The last sentence of that article states "this will involve a lot of listening," and that is exactly what JCP needs to do. They need to listen to their most important voice, the consumer -- what do they want, not "what JCP thinks the consumer should want." Overall, as we have learned, you must start with the customer and build from there--this is what JCP needs to do to start moving in the right direction.
  • Lindsey Wacnik on 05 Sep 13
     
    This was an interesting article that clearly showed that marketing plans are not one size fits all. What works for one company may not work for another, and JCP is an excellent example of a company that needed to do more research on their customers before implementing a plan. I was very surprised how little they did to look into what the customers were looking for. The troubles JCP is now experience is a warning to other companies to take a closer look at the consumer when creating new marketing strategies.
  • Paige Laughlin on 05 Sep 13
     
    As everyone has stated, JC Penney is in hot water because they have lost sight of what the main focus should be: the customer. Without focusing on the customer, how do they expect to keep them coming back? The main aspect of customer loyalty is keeping customers satisfied in order to make them want to be a continuous customer. Because JC Penney is making decisions based on what they think customers want without doing any market research to back up these decisions, it is apparent that their customer loyalty, which in turn, affects their sales is dwindling rapidly. One aspect of the article that I could relate to was when the author talked about using test brands to see customer's responses to the brand. While working at my part time job at Express clothing, we would always be sent one or two items that we didn't have and would use them as "test items" to see if customers would be interested in buying the item. If the items were purchased, we let the manufacturer know and they would determine whether they would send us the item to sell. If not, we would not sell the items in our store. I think using a test brand is a great idea for JC Penney to try. By using a select few items from different brands, they can see what is successful and what is not and plan accordingly.
  • Emily Prellwitz on 05 Sep 13
     
    When I saw the changes JCPenney made in person, I thought it made their company look a little bit cheaper. While it was nice to see low prices, I still liked the more "department store" feeling with cash registers in every department rather than just in the front of the store. I agree with Kara about how Apple is its own "breed" because Apple is constantly innovating their products to be more user friendly to their customers and they are constantly listening to their customers, not to mention their top of the line customer service. It is also a lot easier to listen to your consumers when you have one specialized product such as Apple with electronics. JCP sells a wider variety of things from clothing, to luggage, to home goods, to shoes. With that being said, I believe it is a lot more important for them to listen to your customers because they have a wider variety of target customers.
Kate King

Finish Line puts up strong Q2 results | Chain Store Age - 6 views

www.chainstoreage.com/...sh-line-puts-strong-q2-results

mk473 Finish Line

shared by Kate King on 08 Oct 13 - No Cached
  • Kate King on 08 Oct 13
     
    Most recent operating results for FINL
  • ...2 more comments...
  • Kyle Werner on 10 Oct 13
     
    It is good to see that Finish Line is bouncing back from recent hiccups due to their e-commerce. Thirteen percent is a huge increase and showing that Finish Line has been able to come up with better tactics such as their relationship with Macy's and growing their specialty running group.
  • Lina Goens on 10 Oct 13
     
    After visiting the Finish Line, it is easy to see why they have increased Net Income. The store is a lot more modern with tablets and fancy lighting. They are playing on the experience factor we have mentioned in class. By changing the layout, they have sustained and continue to grow their brand image which I believe have led them to an increase in Net Income.
  • Brock Naylor on 15 Oct 13
     
    I think Lina hit the nail on the head with this one. The business that FL can expect to get from Macy's is fantastic, but by improving their store layout, aesthetics, and consumer experience in their own application not only strengthens their brand image, but allows them a solid foundation in which to build up from.
  • John Cummings on 15 Oct 13
     
    I also agree that the partnership with Macy's is the best thing they could do. But improving their customer service is something they need to focus on. Customer loyalty is how they make their income and the more they can improve on customer service the more loyalty and sales will occur.
jkayjohn

Patagonia's 'Buy Less' Plea Spurs More Buying - Businessweek - 6 views

www.businessweek.com/...uy-less-plea-spurs-more-buying

mk473 promotion communication branding

shared by jkayjohn on 04 Nov 13 - No Cached
  • jkayjohn on 04 Nov 13
     
    Patagonia has built a brand image that focuses on buying less and decreasing environmental harm. The strategy has actually worked so well Patagonia has actually had an increase in sales and caused other companies to follow suit and pledge to decrease there own harm to the environment. Patagonia has done a great job communicating with their consumers and have created a brand loyalty and great image while using this market strategy.
  • ...2 more comments...
  • rteufel on 04 Nov 13
     
    I am wondering for how long this green trend will persist. I mean, so many companies are starting all those fancy campaign now but will there be a point when consumers just don't demand it anymore because they are fed up with it? It is a good thing though to tailor promotion to appeal to the "green" part of consumers' minds...
  • alipaigeh on 05 Nov 13
     
    I agree with Raphael... how long will it last? Is there a point where you cannot get any more "green"? I think it is interesting that the article mentions H&M regarding their new initiative for giving discounts on returned clothes. It is great that the initiative is working well for Patagonia, but what more can Patagonia do with the "green" initiative?...how can Patagonia build further on this?
  • Brock Naylor on 05 Nov 13
     
    This truly blows my mind with it's level of genius alone. By urging people to live out their Patagonia jackets to the full extent of their life, they are not only conveying brand quality, but the 'idea' brands that millenials swoon over. By representing themselves as a Eco-conscious and 'caring' brand, they are inspiring more sales by urging the opposite. It's damn brilliant.
  • John Cummings on 05 Nov 13
     
    I agree with Patagonia's approach.. Society is becoming more and more green oriented and this approach targets that market. This is boosting sales and I believe will continue to raise sales because more and more people want to at least say they are trying to save the environment
Kyle Werner

How Marketers can Connect with Customers on Controversial Topics | Ferguson Values - 6 views

fergusonvalues.com/...tomers-on-controversial-topics

marketers customers presentation

shared by Kyle Werner on 08 Sep 13 - No Cached
  • Kyle Werner on 08 Sep 13
     
    With many companies using controversial marketing campaigns, this article focuses on a company that does it well and why it works!
  • ...1 more comment...
  • Lina Goens on 10 Sep 13
     
    Walmart absolutely made the right decision. They need to address this issue and I respect that they are changing to adapt to our more health conscious society. I think it is unfair that there is so much blame on CocaCola because they are not forcing us to drink it - we go and buy it. There are plenty of other drinks that are bad for someone too.. but that is a different discussion. I think this new image will help CocaCola in a positive way however they need to make sure they keep original drinks. I know that some of my friends or family who must have their diet cokes. I think the company is taking the right direction so that sustain a successful company for years to come.
  • Sarah Jacobsma on 10 Sep 13
     
    I agree with Lina, Walmart did make the right decision. As a society we are becoming more health conscious and companies will need to adapt to these changes. On the other hand there should not be so much blame towards CocoCola and as Lina said if we want it we go and buy it. As long as CocaCola maintains their original drinks along with adding healthier options will create a better image for them as a brand and offer options to more health conscious individuals.
  • Camille Sampson on 10 Sep 13
     
    Great article Kyle! I loved Coca-Cola's add campaign. Although it doesn't completely address the issue of their product being one of the highest contributors to the countries health epidemic, they are promoting the ways in which they're helping people make a healthier choice. It may not be the most ethical choice for a company, but they are certainly not digging them selves into a hole any deeper. I feel like Coca-Cola is dealing with the issues at hand in a very proactive manner, which positively reflects through their strong brand image and customer loyalty.
Angelo Csuti

Apple's Seductive Brand Promise: Cultural Capital and Social Mobility - 8 views

www.psmag.com/...-capital-social-mobility-67091

mk473 product

shared by Angelo Csuti on 22 Oct 13 - No Cached
  • Angelo Csuti on 22 Oct 13
     
    Despite the recent scandals regarding Apple's business practices, it has succeeded at cultivating a brand to which we feel positive emotional attachment. How does apple make a difference?
  • ...2 more comments...
  • Lina Goens on 24 Oct 13
     
    Apple makes a difference because they have made us brand advocates. However, after learning about the scandals going on - I double take. Can the brand we love do such terrible things? Makes me rethink the integrity of the company. The brand does seduce you but on the other hand I think that Apple is facing some merchandising management problems. There used to be buzz about new releases, but I heard a rumor that another phone will be released shortly? In my opinion they are loosing their merchandising management touch by releasing so many products consecutively. Apple is starting to lose its "make a difference" feel. How can Apple make a difference when there isn't even a difference in their products anymore.
  • Lindsey Wacnik on 24 Oct 13
     
    I agree with Lina, Apple has gained a large following of loyal consumers, but there continue to be releases of their "new" iPhones and what not, but there is relatively few differences between the products. I was unaware of the scandals that Apple is a part of, and it makes me wonder if more people become knowledgeable about the situation will that reduce their customer loyalty and deter people from joining the Apple craze.
  • Thomas Holmes on 24 Oct 13
     
    I am not an Apple follower and to be honest don't see the point of the prestige they place on their products. One thing that stood out to me in this article were some of the ways they marketed their products. One was touched on Apple products can make you better, later it adjusted this by saying it gives you the tools to be the best you, but it still rubbed me the wrong way. the other way was with the Ghandi ad made reference to "daring to be different". In today's terms buying Apple products is hardly being different but even when the ad came out in 97 Apple products did not offer customization, which what I associate with being different. It offered Personal Computers with a different OS. I may be biased against them but it just seemed like odd ways to promote their products and didn't sell me on any of their products.
  • alipaigeh on 24 Oct 13
     
    WOW, what an amazing article! I think this is a great example of a great product that does great things for its consumers. I especially appreciate the time line of Apple's ads and their competition throughout. I think it is interesting to mention how their product differentiation is slight for specific products, but that is what keeps the customers who are loyal even more loyal.
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