Market Force Perspectives

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We all know that the fashion industry is highly competitive, with every brand investing heavily in its brand image, marketing, fashion design, quality, price, locations and customer service. Some retailers spend up to 30% of their sales on marketing—driving traffic to stores and e-commerce sites in the hopes of capturing both new customers and more wallet share from existing customers.Yet, how well do fashion brands capitalise on that marketing spend? Do their individual locations create...
I’ve been working with retailers for over a decade and I see a common struggle: Sales associates are given a list of items to be done during the day—important things, such as cleaning, merchandising etc. Although they may diligently focus on the items on their ‘to do’ list, they may do that at a cost: Ignoring or underserving their customers.You’ve no doubt experienced this: A customer walks in the door and the associate remains absorbed re-arranging the merchandise on...
You've painstakingly crafted your brand, your organisation lives and breathes its values, and customers are responding to its message. Protecting that brand image is now paramount. As business booms, so does the need to establish processes to interact with customers, secure feedback, answer questions and resolve issues. You need a contact centre. Whether your approach is home grown or outsourced, it’s imperative to institute an engagement strategy and to measure how effectively the contact...
A menu that delivers results to the bottom line is a defining element of successful restaurant chains. But what if your menu has lost its mojo? Consumers’ tastes are changing (see related article), driven by the upswing in new fast casual and independent brands that are expanding flavour profiles to meet the demands of modern consumers. In this new frontier, what once had customers raving can now leave your brand looking like a ‘food dinosaur’ to hordes of self-proclaimed foodies on the go....
Mystery shopping measures operational excellence. That includes a wide gamut of behaviours ranging from the effectiveness of sales associates in presenting products and asking for the close to a cashier’s ability to run a checkout line effectively. It’s a great tool for observing behaviours within a location and determining whether the brand promise is being executed. But how do you know if those standards are effective?You’ll want to match performance against brand standards...
I’m often asked “Rob, what do you think of mystery shopping?”  It’s an interesting question to pose to a CMO as mystery shopping traditionally is the domain of COO’s. But I think it’s important because when I spend marketing budget to drive traffic into restaurants, I want a great ROI. That only happens when my operational partners deliver a great experience. So here are three reasons why I like mystery shopping.It’s usually done by trained professionals. When you hire a reputable...

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