Opinion


What luxury brands can learn from fashion innovator Stitch Fix

October 13, 2014

The retail industry has recently undergone a massive transformation when it comes to shopper marketing.

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Fragrance campaigns will falter if brands skimp on quality juice

October 10, 2014

Fragrance marketing, in many ways, has the most abstract campaign potential because a featured scent is hard to capture with traditional and digital forms of advertising.

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Retailers settling into analysis paralysis over mobile commerce progress

October 10, 2014

As the rubber hits the road for most retailers heading into the holiday season, some key decisions about mobile commerce are being kicked into the long grass for seeming want of clarity.

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Setting long-term customer relationships via in-store service

October 9, 2014

According to the old proverb, you catch more flies with honey than with vinegar. Does the same principle apply in a luxury retail setting? No, says a recent study that implies that the ruder the sales staff, the better the sales.

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Cracking the mobile utility code: Lessons marketers can learn from my annual holiday

October 8, 2014

Every so often, I read an editorial or opinion piece that bemoans mobile technology’s takeover of our work-life “balance.” The popular belief is that smartphones are turning human beings into workaholics, 24/7 mobile addicts or both.

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Building trust in online luxury consignment leads to loyalty

October 7, 2014

Online consignment has made it easier for consumers to resell their luxury goods, but with a flood of counterfeits, it can also make it harder to tell what is real and what is fake.

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Uncovering archetypal patterns in the customer’s story

October 7, 2014

In the luxury category, finding a story to tell about the brand is not hard. What is harder, but worth doing, is the brand telling an archetypal story about the customer.

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Ad buyer’s guide to mobile programmatic

October 7, 2014

Mobile programmatic is a fundamental shift in how advertising has been done. The transition is very similar to what happened with digitalization of stock markets.

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Measuring the quality of mobile campaigns and user engagement

October 6, 2014

Most brand marketers today still believe that click-through rates are the best indication of user engagement and media quality measurement in mobile advertising. Not so.

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Ford borrows a better idea to get closer to customers

October 2, 2014

In the late 1960s, Ford Motor Company’s advertising proclaimed that the automaker had “a better idea.” During Advertising Week in New York, the company admitted that its mobile learnings have come in large part from others.

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