Sens du client - Le blog des professionnels du marketing client et de la relation client untitled NEW YORK, United States — Buying some suits at Ralph Lauren might mean being offered a chauffeured ride home in a BMW. New clothes from Saks could lead to a Mercedes-Benz van carrying a customised wardrobe pulling up to a home, hotel or office. With designer goods available online anytime, luxury retailers are adding more amenities and personal touches for in-person shopping. Stores overall are facing slower sales amid more restrained luxury spending, and some brands' flagship locations in major cities have seen a drop in shopping by international tourists because of the stronger US dollar. That makes it even more important for retailers to keep the customers they have feeling valued and pampered. Robert Burke, president of his namesake New York-based luxury consulting business, said he was surprised when the Ralph Lauren sales staff sent him back to his office with a uniformed driver after he came in to buy two suits. Metrick says it is about building a better relationship.
Les 4 tendances clés des solutions de CRM de 2015 | Le blog de Sage France Frédéric Canevet Chef de marché CRM et Gestion commercial chez Sage La gestion de la relation client ou CRM (Customer Relationship Management), vit sa révolution. Si hier le CRM avait pour objectif de centraliser et de pérenniser la connaissance clients via la mise en place de bases de données riches et puissantes, en 2015 le CRM devra franchir un nouveau cap afin de s’adapter à l’évolution des usages et de l’environnement économique. Le CRM entre dans une phase de révolution technologique et des mentalités reposant sur quatre piliers : la mobilité, les réseaux sociaux, le collaboratif et le comportemental. Frédéric Canevet, Chef de marché CRM et Gestion commercial chez Sage, décrypte ces quatre tendances clés du CRM en 2015. Mobilité : des collaborateurs toujours plus équipés A l’heure de la mobilité et de son corolaire, le phénomène du BYOD (Bring Your Own Device), les entreprises doivent s’adapter à cette nouvelle tendance. Collaboratif : vers un CRM plus collaboratif
untitled TOKYO, Japan — Japanese pop girl group Pottya, who describe themselves as "chubby," performed their hits while eleven plus size amateur models strutted along the catwalk at a new men's fashion show in Tokyo aimed at breaking down obesity taboos. The Tokyo Pochari (plump) Collection, jointly organised by a plus-size clothing brand Sakazen Shoji Co and fashion magazine, Mr Babe, featured models weighing more than 100 kg (220 pounds) walking, twirling and posing on the catwalk. Thursday's event attracted more than 100 people, who were invited to disclose their weight for a discount on a new range of ready-to-wear plus size clothing items, but organisers said the event was not just about sales. They hoped to change attitudes towards plus-size people in Japan, where obesity levels are among the lowest in the developed world and large people — sumo wrestlers aside — are often depicted as figures of fun on television. "As a fatso or big woman, I want more of these kind of events.
CRM et big data Depuis une quinzaine d'années, c'est-à-dire depuis l'avènement de l'internet commercial, de toutes les directions fonctionnelles de l'entreprise, c'est certainement la direction du marketing dont l'écosystème applicatif s'est le plus transformé. Gestion de campagnes, gestion d'enquêtes, gestion de 'leads', community management, veille sociale, e-reputation, les outils dédiés au marketing se sont multipliés. La direction du marketing est aussi celle qui s'est le plus tôt emparée des produits numériques, autrement dit de prestations en mode 'Saas'. Les limites des projets tactiques Cette approche tactique a ses avantages : la direction marketing a pu se rendre opérationnelle sur de nouvelles technologies, dans un délai et pour un coût raisonnables , et sans passer par les affres d'une gestion de projet SI traditionnelle. - L'intégration de ses données avec celles du reste de l'entreprise Intégrer le marketing au Système d'Information
Captivating Customers Nike (Beaverton, Ore.) recently launched two major campaigns for its London flagship stores, transforming its Jordan brand and authentic basketball annex into visually alluring installations. Showcasing some current trends in visual merchandising, Nike called upon design firm Green Room (Birmingham, U.K.) to execute its vision. Green Room sought to climb above and beyond its aesthetic expectations and storytelling demands for the Kobe XI and CP3.XI product lines. The result: a visual recreation of speed and lightning, respectively. Showcasing Nike’s popular brand collections (i.e., the Michael Jordan and Kobe Bryant lines of athletic apparel and footwear), the displays intended to both educate and grab the attention of passersby, fulfilling customers’ needs for immediate information about the products. CP3.XI’s “Striking Impact” flourishes in similar gusto and emulates the eponymous shoe’s lacing system and fearless yellow-gold color.
Suscitez l engagement de vos clients mobiles ! La manière dont les consommateurs accèdent aux contenus mobiles et les utilisent a considérablement évolué ces cinq dernières années. Grâce aux smartphones, il est désormais facile de naviguer sur Internet, de faire des achats en ligne, de consulter ses e-mails (personnels et professionnels), d’utiliser les réseaux sociaux et de se tenir informé des actualités partout. D’ailleurs, de récentes études indiquent que, d’ici à 2019, le smartphone totalisera 60 % des abonnements de téléphonie mobile dans le monde, contre seulement 25 à 30 % aujourd’hui* . L’immense succès des smartphones et des tablettes auprès des consommateurs fait de l’Internet mobile un vecteur de prospection, de promotion et d’interaction particulièrement attractif pour les professionnels du marketing. Connaissez-vous vraiment vos clients mobiles ? Anthony Wilkey, directeur régional, Account Management Group, SmartFocus Voici quelques questions qui pourraient vous y aider : L’expérience mobile proposée est-elle optimale ?
Next Store: Virtual Reality Has Arrived I was recently in downtown Los Angeles while the innovative Electronic Entertainment Expo (E3) was setting up shop at the convention center, and I became intrigued when I learned that more than 70,000 attendees were expected. E3 is produced annually by the Entertainment Software Association (ESA) and is the definitive global video game event, showcasing approximately 1600 various tech products. A trade show that garners that level of attendance must serve an active and dynamic marketplace. And, where there are gamers, there is bound to be digital innovation occurring that will, no doubt, drive discussions surrounding virtual reality (VR) and augmented reality (AR) for the coming years. This ever-evolving market is one that those of us in the retail sphere should look to for inspiration, or at least keep our collective eye on. The applications of 3-D visualization technology extend far beyond the entertainment or gaming industries. This technology is of great value for the customer.