Your brand should be much more than your catalog.
Part of building a retail brand that resonates is tying an experience or identity to the products you sell.
Going out of your way to serve customers with the experience they’re after goes a long way to help your brand.
In some spaces, like grocery, the experience may be providing customers with a quick and painless checkout experience.
Elsewhere, like in high-end fashion retailers, it may be about providing high-quality service and fashion advice.
L.L. Bean is a great example of this. Not only will the company sell you fly fishing equipment, but it adds to the experience by helping their customers learn how to fish better through courses, trips, and tours.
And it benefits the bottom line because they create outdoor enthusiasts who then want to buy more of the products they use for the hobbies that L.L. Bean helps to cultivate.
It’s a feedback loop that provides value to both the customer and the retailer.
Jed works at Kognitiv as Industry Practice Lead for Media and Telco, where he guides a global team to bring the full impact of collaborative commerce to rapidly evolving sectors. He has an extensive background in marketing with an emphasis on loyalty and retention, email and permission marketing, as well as search and social media marketing.
Some of the topics James and Jed discuss include:
- Keys to survival in an Amazon-dominated marketplace
- Owning consumer relationships
- Super-serving customers
- Zero-party data
- Testing your way to success in marketing
- Apple Mail Privacy Protection
Listen below or on your favorite podcast app. If you enjoy the episode, please leave a rating and subscribe for future podcasts.