Posted on 15. Oct, 2013 by ideaworks.
Tweet One of the more interesting paths to purchase is the journey from airport check-in to boarding an international flight – what I’m calling the Path 2 Plane. And one of the more amazing Path 2 Plane experiences is the $2 billion renovation of the new Tom Bradley International Terminal at LAX. On a recent [...]
Posted on 09. Oct, 2013 by ideaworks.
Tweet “We exist to feed each and every person who walks through our doors with dignity regardless of their means”. Now that’s a statement of purpose that staff-members could really get behind, in contrast to the marshmallow mission statements of many companies. In many ways, it’s an anarchic, anti-retail idea. (Serve people “regardless of their [...]
Posted on 01. Oct, 2013 by ideaworks.
Tweet There’s a tug of war going on in retail between “art” and “science” and science is starting to win. The traditional intuitive skill of the merchant is being matched by the research-based deftness of the data jockey. As one marker, Harvard Business Review headlined an article last October, “Data Scientist: The Sexiest Job of [...]
Posted on 24. Sep, 2013 by ideaworks.
Tweet “The past is a foreign country: they do things differently there”. That quote is from L.P. Hartley, and never a truer word was written when applied to the world of brands. Keith Newton, one of Australia’s leading authorities on brands, has just released a report comparing the leading brands of 20 years ago versus [...]
Posted on 17. Sep, 2013 by ideaworks.
Tweet Fascinating fact: the word “brand” comes from the ancient Norse word “brandr” meaning “to burn”. One of the earliest uses of brands was to identify the ownership of cattle, searing a distinctive mark into the flesh of an animal. Translated into the language of contemporary marketing, a great brand makes a burning impression in [...]
Posted on 16. Sep, 2013 by ideaworks.
Tweet You have a smartphone and precisely 6 seconds to communicate a meaningful message about your brand. Mission impossible? Well, US home improvement giant Lowes took the challenge, and created a series of oddly mesmerizing and engaging 6-second stop-motion videos with DIY tips for customers. Called “Fix In Six”, the initiative is billed as “a [...]
Posted on 10. Sep, 2013 by ideaworks.
Tweet In the religion that is Shopper Marketing, one of the central beliefs is the “Path to Purchase”. For many marketers, the 5 or 6 step Path to Purchase (P2P) is writ in stone like the 10 Commandments. But is it time for non-believers to smash the P2P and come up with a new model? [...]
Posted on 09. Sep, 2013 by ideaworks.
Tweet All you really need to know about the components of a compelling retail Customer Value Proposition (CVP) is contained in the headline above. So, if you are short on time, or have a short attention span, you are excused. Go forth and strategise. But for those who choose to stick around, let me explain [...]
Posted on 27. Aug, 2013 by ideaworks.
Tweet In the midst of a dynamic retail landscape, it’s important to continually evolve your retail brand. “It’s constant reinvention, not just once, it’s constant”, as J. Crew’s Mickey Drexler told last year’s attendees on the Westfield World Retail Study Tour in New York. Part of the process of brand evolution is looking at your [...]
Posted on 19. Aug, 2013 by ideaworks.
Tweet So the purveyor of the electronic Kindle has purchased one of the most revered newspapers in the United States – the 135 year-old Washington Post. And the blogosphere is abuzz with what Amazon’s Jeff Bezos will do with such an institution. (Home ‘Kindle Printers’ anyone?) One thing’s for sure: it won’t be news as [...]