Why Are You Leaving Money On The Table? Don’t Ignore Disabled Shoppers

June 28, 2018

Marketers fall all over themselves in the race to attract members of different market segments such as overlooked ethnic subcultures. Ironically, they virtually ignore the needs of one of the largest market segments out there: consumers with disabilities. The Census Bureau reports that there are 54 million disabled adults who spend almost $200 billion annually, yet companies pay remarkably little […]

Fashion Or Functionality? Consumers Try To Make Sense Of Wearable Technology

June 28, 2018

Wearable technology has become a buzzword among marketers, consumers and well-being gurus. CCS Insight projects that the wearables market will grow to $34 billion by 2020. But what exactly is wearable technology? The devices now flooding the market offer varied functionality – from activity tracking to mobile connectivity to medical monitoring. The Fitbit tracker, Apple smartwatch, Tambour Horizon smartwatch […]

Do Your Customers Need A Brand Detox?

June 19, 2018

Would you be offended if a potential match on a dating website paid a premium so he or she wouldn’t have to go out with you? That’s essentially the statement that one version of the popular freemium business strategy makes to marketers. Sure, a freemium often delivers additional functionality for a fee compared to the free version. But […]

Have You Thrown A Potlach Recently? Why Consumer Rituals Matter To Your Bottom Line

June 19, 2018

Now that the magic fairy dust has finally settled over the British royal wedding, let’s step back and inventory the detritus left over from the merchandising frenzy. Officially approved by Kensington Palace: royal-wedding-ware that includes cups, saucers, mugs and plates, biscuits, dishrags, Champagne and candles. Not so official: Burger King sandwiches topped with two onion (wedding) rings, […]

Horizontal Marketing: Sell The Painting, Not The Paints

June 19, 2018

Country homes, walks on the Hamptons garbed in white linen, a few sheepdogs thrown in for good measure: The designer Ralph Lauren built his iconic Polo brand on a uniquely American fantasy that people around the world covet. Now the Lauren empire is expanding beyond clothing, fragrances, and home accessories to restaurants. You can eat the American Dream while wearing it. […]

As Beauty Standards Change, How Do Retailers Adjust?

June 7, 2018

The pursuit of beauty borders on obsession for many women. A recent survey of over 3,000 American shoppers by the beauty retailer SkinStore reported that the average woman uses $8 per day of face and skin products – and she applies an average of 16 different products (eye creams, foundation, moisturizers, etc.) before she leaves the house. […]

The King Is Dead: When The Customer Is (No Longer) Always Right

June 7, 2018

The customer is king. Everyone in the business takes that old saw as gospel. But is this tenet still true today? Is the customer always right? After all, we know that monarchs can be little tyrants. Every retailer or service provider deals with “problem children”: The customer who takes this expression literally and demands to be […]