Adam Holyk: Loyalty is broader than a loyalty program. There’s this idea of little “l” and big “L” loyalty, in that it goes beyond a promotion program that attracts customers. It is more around how we actually enhance the customer experience at Walgreens.
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INSIGHTS
BRAND X JOURNAL What’s small is big again at retail
Smaller stores are on the rise
The Washington Post: “Across the country, retailers such as Walmart, Target, Macy’s and Nordstrom are experimenting with ways to distill their inventory into smaller, more-focused locations. The shift comes, analysts say, as Americans flock from the suburbs to city centers, where space is at a premium. Big-box stores on the outskirts of town are no longer convenient nor practical for millennials with tiny apartments and no car. Target alone is opening 30 smaller stores by the end of the year, doubling its presence near urban areas and college campuses.”
PLANNING & BUDGET What are insights and how do you find them?
Connecting dots between opportunity & strategy
Shopper insights evolve from research and provide a basis to identify opportunities and corresponding strategies. They are the links between your understanding of your consumers as shoppers and the reasons they shop at the stores they do.
RESEARCH REPORT What does Shopper ‘best practice’ look like?
Experience, headcount & training, for starters
By comparing our “State of Shopper” survey responses of those who self-identified as ‘excellent’ in Shopper to those identifying as ‘not so good/poor,’ a picture of Best Practices in Shopper begins to emerge.
RESEARCH REPORT What is the agency’s role in Shopper?
Creativity, insights and strategy
The top three expectations of agencies are: creativity (72%); research/insights (71%); and strategy planning (63%). The others are: integration of all marketing activities (46%); executional manpower (45%); and coordination of sales & marketing communications (36%).