Recent Posts

4 Ways Of Building Brand Loyalty Through Amazon

With almost 310 million active customers, Amazon has become unavoidable for online sellers. However, brands have used it as a sales channel and not as a loyalty building tool. That's understandable: with over two million third-party sellers competing for attention on the site, creating a lasting and impressive brand impression on the minds of customers is as hard as imagining Read more…

6 Critical Pros and Cons Of User Generated Content

As of March 2016, an estimated 298 million people are actively using mobile adblocking browsers. Click through rates for marketing emails are reaching new lows. This glaringly shows customers’ emotional as well as intellectual delinking with the communication that they receive from companies. Ads and regular marketing messages are often non-participative and monotonous, so customers' lack of engagement makes sense. But Read more…

The 10 Most Important Pros and Cons of Loyalty Programs

Loyalty programs came into existence when companies realized that the competitive advantage that they once experienced due to product differentiation no longer holds good due to a proliferation of similar looking and “me too” products. In such an environment, having loyal customers became more important and more difficult. So much so that Frederick Reichheld from Bain & Company went on Read more…

Sporting Goods User Generated Content Lets Fans Speak for Themselves

As I have discussed in this blog, most sports brands and sporting goods manufacturers have to figure out a way to fight the various hurdles of stiff competition, reduced margins, and high production costs for certain types of goods. There's considerable erosion into the budget done by marketing activities, other ways of reaching out to the masses, and in building Read more…

Loyalty Points Liability Management: Balancing Finance and Freebies

Loyalty programs gave birth to a new currency--points. At this point, points-based programs have been around for a while, and they've always been treated as liabilities, since they constitute a promise for future service. However, many companies never thought too much of it until Delta Airlines announced that at the end of 2015, its loyalty points liability amounted to roughly Read more…

4 Must-Have Customer Engagement Strategies

While discussing customer engagement strategies, CRM Expert Paul Greenberg defined customer engagement as “the ongoing interactions between company and customer, offered by the company, chosen by the customer”. This is by far the most correct and “all-revealing” definition. The first part of this definition accurately pins down the importance of nurturing the customer relationship from the point that customers discover your Read more…

The Why and How of Meaningful App Personalization

When you order a latte with a dollop of whipped cream at a coffeehouse, that’s customization. But when you reach the coffeehouse and the server puts options in front of you, remembering that you like your latte with whipped cream, then that’s personalization. In that sense, personalization is a step ahead of customization, as it doesn’t demand any activity from Read more…

Amazon’s Spanish Language USA Site Is Ready To Say Hola

Though there is an option on Amazon China that anglicizes some of the text, for the first time since its inception, Amazon has taken the bilingual approach to its flagship site. Amazon’s U.S. site, not its .es counterpart, will be available in Spanish as well in English.  Here's what else your should know about Amazon's Spanish language USA site... How Amazon's Read more…