Converse Relationship: Clever Footwork to Customer Loyalty

As part of VM-unleashed’s 10th anniversary year we take a look back at some retail milestones from the last decade and explain why each store’s message is as relevant for us today as it was then.

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Converse flagship store, New York City

“Converse know who they are!

The key to brand success in 2013 is the commercial and emotional maximisation of the brand personality. Converse is the best example of taking an iconic product and bringing it to life through celebration of the classics, … Continue reading

Sustainable Selfridges: Natural Partner for a Material World

Time never stands still for Selfridges. The dawn of every day is reason enough to energise the store with new messages, products and brands to perpetuate its reputation as one of the world’s most exciting retail experiences.

 

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When seasonality subsides for a second Selfridges fills the void with self-generated events bringing every aspect of its considerable assortment to the attention of its captive customers – amidst its Spring activities for Easter and Mother’s Day there was still ample time for a powerful collaboration … Continue reading

Personalised Promotional Activity for OmniChannel Customers

What has always been the most important thing when communicating with customers?
The answer is relevance.

 

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A promotional message that is given in “the right place at the right time” is relevant to the customer, is of benefit and will deliver a sale – the customer will shake your hand. Equally a promotional message which is irrelevant will confuse and annoy, will certainly not generate a sale and the customer is more likely to “wring your neck than shake your hand” should … Continue reading

John Lewis “over the moon” about Christmas!

Well, you’re going to see this a million times before the man in the red robes makes his way down your chimney this year.

Like it or not its up to you, and as with all good things that make friends and build loyalty it will equally develop enemies on the less sentimental side of the spectrum. You don’t make good friends without good enemies and there is certainly enough to go round for a retailer like John Lewis.

 

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On the subject of … Continue reading