Tag Archive: Marketing

All You Need for 2017

My first newsletter of 2017 has a new look and a new focus. It’s inspired by a quotation given to me by my friend, futurist Nick Price:

“Customer Experience isn’t simply the quality & arrangement of assets. It’s their orchestration.”

So this month’s newsletter reflects three aspects of my mission:

“I help organisations orchestrate their assets so that everyone and everything plays to their full potential.”

My Advice to the Yorkshire Dales ‘Shopkeeper from Hell’

A shop owner in the Yorkshire Dales has been branded “the bookseller from hell” after his local parish council took in more than 20 complaints about his alleged rudeness. Steve Bloom charges customers 50p… Continue reading

Marks & Spencer : Is it time to split the retailer in two? 

In this article, City AM’s deputy editor Julian Harris argues that one of the UK High Street’s most iconic retailers needs radical surgery: perhaps even splitting its booming food business from its struggling fashion… Continue reading

It’s the Customer Experience, Stupid!

If you want to outperform the market, beat the competition, develop a Brexit resilience strategy, achieve Team GB-style world-beating performance, you can – there’s no magic formula.

But there is a formula.

Triple your Customers’ Joy! Part One: Building Anticipation

So it’s Summer holiday season… How are you helping your customers to plan their visit, to prepare for their experience and build anticipation? How can you start to add value before they even cross the threshold of your premises?

In the first of two guest posts, marketing expert Anwen Cooper offers some top tips that you could apply in your business.

Six Trends Redefining the Customer Experience

I was delighted to be asked to write this guest post for the Eventbrite blog.

My post shares six key trends that are redefining the customer experience – specifically in the conference and live events sector although these are mega-trends and therefore relevant to every business.

Do You Know What Your Customer Experience is Costing You?

I visited a museum at the weekend – just scraping in on the last day of a heavily-promoted, blockbuster exhibition.

As I waited at the ticket desk, I noticed that, despite there being a queue, only one team member was selling tickets – and yet there were four team members behind that desk. Two of the other three were having a chat; the other was (there’s no other word for it) slumped in her chair, staring into space.

The exhibition was great – I’d recommend it to you, but it’s over!

Also over is the massive opportunity the museum had to maximise its return on investment…

Are You an Icon?

The power of image was shown at its strongest this week, when the Duke and Duchess of Cambridge posed for photographs in front of the Taj Mahal, on the very bench where, 24 years earlier, William’s mother Diana had created one of the most iconic images ever of a failing marriage.

A picture is worth a thousand words.

I’m not saying that you, or your business, are or needs to be “iconic”.

That said, I wonder what you could do to make your business more memorable?

Getting Dreamland Out Of Neverland

The news that Dreamland, the reimagined amusement park in reawakening Margate, is seeking a company voluntary arrangement (CVA) in a bid to avoid going into administration, is disappointing to say the least.

Ever since Wayne Hemingway unveiled plans to reopen what was once a magnet for seaside thrill-seekers, but more recently a derelict site at risk of being turned into a housing development, there has been a buzz of anticipation around this genuinely bold and inspirational project. Promising that “It is going to be a success because it is a great idea in the right time and right place,” Hemingway could see the opportunity to tap into the “vintage” zeitgeist and create a multilayered experience, appealing to old and young alike.

So, what has gone wrong? And where does Dreamland go from here?

Three Ways to Know Customers Better

I’ve just read an interesting article about how Top Shop is using technology to redesign its stores based on customers’ use of smartphones. Apparently “the system will allow retailers, shopping centres and other venues to gain easier access to customer movement data and to more effectively monetise their assets”. OK – so that’s one way to know Customers better: as some supermarket chains are also doing, you can use technology to monitor their movements, and what, and when, they buy. Then you can realign your store accordingly.

The problem with that approach, is that you will learn what they buy, but not why they buy.