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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It’s the Experience Stupid! Why Retailers Need to Move Away From Product-Centricity

As I approach my 20th anniversary in the retail industry I continue to be amazed at the number of senior retail executives who go on and on about how “it’s all about the product.”  Nonsense. Don’t get me wrong, product is anywhere from pretty important to very important depending upon the particular retail concept and [...]

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