Members only? Or “Members Only” jacket?

A powerful component of customer engagement is providing scarce, exclusive and relevant experiences that reinforce your brand positioning. “Members Only” or “By Invitation Only” marketing programs can be compelling messages that tell your customer that you truly appreciate their business.   For years leading luxury retailers such as Bergdorf Goodman and Barney’s have feted their best [...]

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Seducing the “Promiscuous Shopper”

From my experience, every industry has customers that are not loyal to ANY brand.  I call these folks “promiscuous shoppers.”  They have strange seductive powers.   They look so appealing–and what’s more, when you show them a lot of attention, they are attracted to you, showering your brand with their business. In many cases, these customers [...]

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