“The Organized Mind” and Simplicity in retail

“The Organized Mind” and Simplicity in retail

We are all suffering from information overload. Yet, on a daily basis overcome with data, extraneous facts and information, we are expected to make numerous decisions from the merely insignificant to the most critical. In his New York Times bestseller, The Organized Mind, cognitive psychologist and neuroscientist, Daniel J. Levitin effectively drives home this very point. And understanding that this is the state of mind of customers is essential for retailers. More than ever before it is time for simplicity in retail.   The Organized Mind Levitin’s book, The Organized Mind puts things into perspective – life is complicated! Referencing[…]

Apple’s “Start something new” embraces core customer across channels

Just as 2014 came to a close Apple launched their latest campaign, “Start something new”. Not only is it a departure from their typical approach, focusing instead on what can be done with their products rather than on the products themselves, but it seamlessly carries the message across online and in-store channels. And the concept itself brilliantly exemplifies the brand virtues, to customers, particularly leading-edge hard-core Apple customers.   “Start something new” Launched initially in Japan in late December, then across other international markets in early January including Canada and the U.S., the campaign features a curated collection of commissioned[…]

YNOT Cycle: More than mass customization

YNOT Cycle: More than mass customization

Mass customization remains one of the prominent buzz words in the retail industry. For retailers, responding to customers’ wants with customized products at reasonable prices, has become paramount in engaging customers and building a loyal following. What local on-line and now bricks-and-mortar retailer, YNOT Cycle delivers, is more than mass customization. They deliver customized hand-crafted products, made locally – and with a bricks-and-mortar store that speaks to the very essence of that offering.   The era of mass customization Across retail sectors, from M & M’s personalized candies to the Nike ID program, mass customization is just one more tool in a[…]

Pop-up shops here to stay

Pop-up shops here to stay

Pop-up shops are now a fixture in the retail landscape – and they’re not going anywhere soon. Bridging the worlds of e-commerce and bricks and mortar, while leveraging social media to build hype, this relatively new retail channel provides retailers with the opportunity to engage customers in new and interactive ways. On-line retailers, from Amazon and Ebay to smaller retailers, like Frank & Oak and OVO, can experiment with physical outlets and increase their exposure to target markets. Established retailers, such as Target or Roots, can launch new products, test new markets and simply build hype – even inducing a[…]

Retail is all about Location, Location, Location!

Retail is all about Location, Location, Location!

It has long been believed that the three most important factors in retailing are “location, location, location”. Often attributed to Sir Charles Clore (the founder of Sears), this assertion has been a guiding principle for successful retailers everywhere, for much of the last century. Yet, does it still it ring true today in our increasingly digital world?   Clicks & Mortar One might think that the physical location of bricks and mortar retail is less of a concern in this age of on-line retailing, when you can shop virtually and to your heart’s content on your home computer or mobile[…]

Pop-up Retail: Making Diet Coke synonymous with style

Pop-up Retail: Making Diet Coke synonymous with style

Pop-up retail is all about generating excitement and buzz. Guerilla marketing at its ubiquitous best, pop-ups rely on a product-relevant location, well-placed PR and word of mouth amplified through social media. Now popular with retailers entering new markets (Target), testing new waters (Nordstrom), leveraging seasonal demand (Ebay) or launching limited edition collections (Roots XL) they are aimed squarely at consumer influencers , early adopters, fashionistas and brand devotees. Typically, these orchestrated brand experiences are active selling spaces with the added benefit of old-fashioned showmanship and product interactivity. However, the latest pop-up to appear on King St. West in Toronto, the[…]

Making retail personal - WILDFANG packageMaking retail personal - WILDFANG open packageMaking retail personal - WILDFANG postcard

Making retail personal

Retail should be personal. To be successful, a retail brand needs to make retail personal by connecting  personally with each and every customer. Regardless of the retail channel – bricks & mortar, mobile or on-line – a brand’s personality and actions must speak to each customer in such a way as to tap into his or her secret desires and aspirations. When retailers occupy a niche market, where a bricks & mortar presence may not be feasible, and their chosen retail channel is on-line, making that connection can be difficult. There is no physical environment to engage and experience, no[…]

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