Editor's Picks Archives - Page 5 of 5 - Inside Retail Asia

The trend to conscious capitalism

“We exist to feed each and every person who walks through our doors with dignity regardless of their means.” Now that’s a statement of purpose that staff members can really get behind, in contrast to the marshmallow mission statements of many companies. In many ways, it’s an anarchic, anti-retail idea. (Serve people regardless of their means? Really? Surely we’re there to extract the punters’ money, and if they can’t pay, turn ‘em away!) Yet the notion is right on trend in …

The sexiest job in retail

There’s a tug of war going on in retail between art and science, and science is starting to win. The traditional intuitive skill of the merchant is being matched by the research-based deftness of the data jockey. As one marker, Harvard Business Review headlined an article last October, ‘Data scientist: The sexiest job of the 21st century’. In another piece on technologyreview.com, Jessica Leber notes, “the job description ‘data scientist’ didn’t even exist five years ago”. …

Changing brandscape & robot retail

“The past is a foreign country: they do things differently there”. This quote is from L.P. Hartley, and never a truer word was written when applied to the world of brands. Keith Newton, one of Australia’s leading authorities on brands, has just released a report comparing the leading brands of 20 years ago versus today. And the difference is remarkable. Newton heads up Brand Asset Consulting*, and drives a research tool called Brand Asset Valuator (BAV), which is the world’s larges…

A Burning Impression

Fascinating fact: the word “brand” comes from the ancient Norse word “brandr” meaning “to burn”. One of the earliest uses of brands was to identify the ownership of cattle, searing a distinctive mark into the flesh of an animal. Translated into the language of contemporary marketing, a great brand makes a burning impression in the mind of a customer. But it leaves more than just a neutral mark. Brands conjure up a complex set of thoughts, feelings, associations and beliefs. T…

The pinball path to purchase

In the religion that is shopper marketing, one of the central beliefs is the path to purchase. For many marketers, the five or six step path to purchase (P2P) is writ in stone like the 10 Commandments. But is it time for non-believers to smash the P2P and come up with a new model? For those new to shopper (shopper marketing), what is the P2P in the first instance? It’s simply a framework for thinking about the shopper’s journey from the moment they become aware of a product or…

Less + more = CVP

All you really need to know about the components of a compelling retail Customer Value Proposition (CVP) is contained in the headline above. So, if you are short on time, or have a short attention span, you are excused. Go forth and strategise. But for those who choose to stick around, let me explain in a little more detail. The principle of the CVP is really pretty simple – “the sum total of benefits which a vendor promises a customer will receive in return for the customer’s ass…

Fired any good customers lately?

In the midst of a dynamic retail landscape, it’s important to continually evolve your retail brand, says Jon Bird.

Transforming paper with pixels

Now is the time to start moving paper to pixels, writes Jon Bird.

The extraordinary value of a good story

If you want a happy ending, start with a compelling story, says Jon Bird.