With the proliferation of social media and the internet economy, retailers and consumer goods players need to transform the way they run their businesses. A primary reliance on the brick-and-mortar format today will simply no longer do, as the multi-channel shopping behavior has taken hold. Nor is there a clear line between physical and virtual anymore, as consumers browse in one and shop in the other.
 

This profound shift of consumers to multi-channel shopping necessitates retailers and consumer goods companies revisit their strategies continuously, ensuring their overall value proposition is meeting the needs of its ever becoming more sophisticated consumer base. Another particular area of focus in the coming years will need to be customer-level customization, as consumers are bombarded with better-priced competitive offers for similar products and services; winning will require understanding consumer behavior down to the specific individual, then taking action based on this understanding.
 

Our marketing analytics know-how as well as our channel management expertise is what we tap into when we engage with our retail & consumer goods industry clients; this knowledge helps us design cutting-edge strategies and tactics for helping companies get the most out of their customer base, via improved and sustainable acquisition, retention, and growth practices.

Multi-Channel Orchestration / Redesign
A service around reshaping the sales and service channel function, from designing and launching new channels, to redesigning the support organization, developing channel-specific policies and standards, to driving experience consistency across the various channels.
Shopper-Specific Next Best Activity
A solution that allows for one-to-one sales strategies to be designed, optimizing sales practices to ensure the right shopper is targeted with the right offer at the right time, with basket analysis as well as lookalike modeling as core drivers.
Product Network Analysis
A solution that examines and identifies the role specific products play in driving consumers from one product category to another, as well as the linkages between all products, to then allow for product-specific strategies to be designed to increase average basket size.
Shopper-Specific Potential Analysis
A solution that allows companies to understand on a shopper by shopper level the revenues they are giving to competitors or to substitute products, to then allow for extremely targeted marketing practices to be deployed to drive up revenues.
Retail Point Specific Customization
A service that examines and understands the differences across sales points, to allow for customization to be made on a location-by-location level, around product availability, store layout, communications, pricing, etc., in order to bolster overall performance.
Channel Migration Strategy Design
A solution that determines the specific interactions of various subscriber segments that should be migrated to alternative channels, in order to not only drive down operating costs, but maximize shopper value-increasing efforts.
Market Potential Analysis
A solution that estimates the untapped potential in the market, allowing retailers to in a strategic and data-driven manner design their sales and marketing strategies, particularly as it pertains to the opening of new sales points.
Total Shopper Relationship Loyalty Program Design
A service around designing a loyalty program that drives behavior change across the entire shopper lifecycle, to ensure maximum realization of objectives beyond just customer retention and customer satisfaction (such as cost reduction, margin uplift, etc.).
Shopper Experience Transformation
A service around transforming the shopper experience of various consumer segments across their respective lifecycles, in order to ensure optimal and consistent interactions that collectively drive a positive impact on the bottom line.
Actionable Behavioral Micro-Segmentation
A novel method of segmenting shoppers on a behavioral micro-level, going far beyond classic macro customer segmentation, allowing for tactical actions to be taken on the shopper base to drive results around a variety of objectives.
Designing a Campaign Management Practice

For one of the world's largest software companies, we developed a campaign management strategic framework, to be used at their telecommunications client in setting up its campaign management tool related efforts.

Assessing Foreign Market Potential

For one of Turkey's largest e-commerce companies, we conducted a study around assessing the existing as well as untapped potential in a foreign market.

Guiding the Development of Mobile Applications

For one of the world's largest malls, we managed a PMO around driving the launch of a mobile app for mall visitors; the application provided directory services, store location information, movie theater ticket purchasing options, etc.

Enabling the Sharing of Customer Data

For one of the world's largest holding companies, we designed a customer data hub, for the purpose of creating synergies through driving consumers across company entities; through the sharing of consumer information, companies were able to acquire new customers from other holding companies (i.e. retailers from hospitals, hotels from malls, universities from real estate, etc.)

Transforming a Retail Branding Practice

For one of Turkey's largest personal care products companies, we redesigned the branding strategy of the company, dissolving various sub-brands, strengthening the parent brand of the company.

Assessing & Enhancing Strategic Plans

For one of the world's largest home shopping companies, we conducted a comprehensive assessment of operations in one of its markets, to identify improvement opportunities, ultimately to determine whether the operation should continue or be shut down.

Developing a Third Party Reporting Portal

For one of Europe's largest home improvement retailers, we designed a supplier portal to allow suppliers to assess their sales performance, compare their performance to competitors, etc.

Designing a Shopper Segmentation Model

For one of Turkey's largest e-commerce retailers, we conducted the company's first ever customer segmentation effort, both on a macro and micro scale. The segmentation is being used to drive extensive changes within the company around its marketing efforts.

Designing a Country-Specific Targeting Strategy

For one the world's largest malls, we conducted an extensive assessment of visitors, to identify potential segments for targeting, with strategies designed for improving visits; specific country by country visitor uplift strategies were designed.

Designing an Intelligent Tenant Leasing Practice

For one of the world's largest malls, we conducted an engagement focused on helping the company identify which tenants to bring into the mall, to fill the remaining 200 stores after its launch; we assessed existing as well as competitor tenants to identify gaps, and recommended which tenants to accept for the remaining locations.

Designing a Home Delivery Sales Channel

For one of Europe's largest dairy companies, we designed a home delivery model, for the first time allowing consumers to order products directly from the company, and have various products delivered to their doorstep.

Designing a Go-to-Market Social Media Strategy

For one of Europe's largest dairy companies, we designed the company's social media strategies, around what mediums to use in what manner, how to position itself, what services to offer, etc.

Conducting Product Development-Related Global Benchmarking

For one of Europe's largest dairy companies, we conducted a global benchmarking study around product portfolios of best-in-class entities, to identify opportunities for the introduction of new products into the marketplace.

Enabling Dynamic Pricing Practices

For one of the world's largest white goods manufacturers / retailers, we designed a dynamic pricing model that helped the company determine at what price to set its goods based on season, competitor prices, regional market conditions, etc.

Designing a High Value Customer Loyalty Program

For one of the world's largest white goods manufacturers / retailers, we designed a loyalty program aimed at their high-value customers, rewarding both value and tenure, as an add-on program to an existing mass loyalty program.

Designing a Discriminatory Pricing Practice

For one of Turkey's largest e-commerce companies, we designed a discriminatory pricing model, allowing for customized below-the line one-to-one pricing to be utilized in ensuring revenues were being maximized.

Designing a Multi-Channel Commercial Strategy Roadmap

For one of Turkey's largest e-commerce companies, we designed a commercial strategy roadmap for helping the company capitalize on opportunities in the marketplace, taking the company beyond its virtual presence to drive revenues in alternative channels as well.

Assessing the Feasibility Around Potential Partnership Investments

For one of the world's largest software companies, we conducted a due diligence effort to assess whether an investment into a given potential partner and market would add enough of a lift on revenues for the company; the recommendation was for proceeding with the investment, which the company chose to do.

Launching a Segment-Specific Sales Channel

For one of the MENA region's largest computer manufacturers, we designed a small to medium business sales strategy, end-to-end; the engagement included the design of a brand name, brand positioning, product & service portfolio, sales channel, sales commissions, and overall launch. The effort has been an overwhelming success, with the manufacturer gaining significant traction in the SME market.

Hype or the Real Deal? The Big Data Conundrum
Big Data has become one of those terms you can’t avoid these days, all the rage in and around the business intelligence industry. The overwhelming buzz makes you wonder - is there something really there, or, is the hype the result of vendors and consultants trying to make another buck?
Loyalty Programs Gone Right – Constructing the Utopian Loyalty Program
As a follow-up to a prior article around loyalty programs gone wrong, herein we define what a utopian loyalty program would like (one which not only satisfies members, but more importantly, has a positive impact on the bottom-line), while highlighting some best-in-class programs that have got it somewhat right…
Maximizing ROI Through Customer-Level Discriminatory Pricing
While campaigns are a must for companies in B2C sectors seeking to drive up revenues, they also have an adverse affect on the bottom line, in that they partially cannibalize already guaranteed revenues (thus driving down profit margins). Price Sensitivity Analysis (PSA) is a sure-fire way to minimalize this loss…
Social Media Strategies – Twitter Follower Relationship Management
With a significant percentage of B2C companies well established at this point on Twitter, it’s due time they take steps to better understand and take actions around their followers – Follower Relationship Management (FRM) is a method for doing so…
Visitor Relationship Management – Optimizing the Online Lifecycle
As companies become more proactive and effective in targeting across traditional direct channels, it’s time to start focusing on customizing interactions online, seeking to gain a better understanding of each website visitor and making the most out of each visit. Website Visitor Relationship Management (VRM) follows the path of CRM, mimicking the use of similar analytical models and lifecycle management principles…
How Much is Too Much? Getting it Right With One-to-One Communications
Overwhelmed by how often companies you have a relationship with get in touch with you? You’re not alone – companies have lost all control around how frequently they are communicating with their customers. It’s due time they take a look at their communications practices and make amends…
Product Network Analysis – The Next Big Thing in Retail Data Mining
One of the biggest challenges retailers have is the depth of data available for decision making, especially if they don’t have a loyalty program. Though limited, are retailers nonetheless maximizing use of their existing data today? The answer is no. Product Network Analysis opens a new range of insights which can maximize return on category investments...
Effective Channel Management Strategies – Segmenting the Channels
Channel analytics, the often neglected sibling of customer analytics, presents significant opportunities for companies seeking to better their channel-related performance, especially those in industries with large distribution networks (such as financial institutions, telecoms operators, retailers, automotive distributors, etc.)…
Customer Analytics Gone Wrong – Eight Common Mistakes to Avoid When Deploying Customer Analytics Models
Designing customer analytics models is only half the battle. Equally, if not more difficult, is deploying them, such that actions triggered by the model outputs are being taken on a daily basis. In this follow-up article, we highlight some of the most commonly made mistakes that prevent companies from succeeding at deploying models…
Real-Time Customer Value Management – Sales and Churn Triggers
Traditional monthly churn prediction or sales potential models help companies identify only some of the opportunities they can take action on to grow and retain their customer base; real-time sales and churn triggers help identify the rest…
Designing Best-in-Class Loyalty Programs – Getting the Benefits Right
Possibly the most important aspect of a loyalty program is its benefits. Be it lack of vision, lack of creativity, or plain old laziness, many companies take the easy way out and offer cookie-cutter benefits through their loyalty programs. The ones that are best-in-class don’t, offering benefits that not only succeed in satisfying the customer, but in changing the company’s bottom line…
Customer Analytics Gone Wrong – Ten Common Mistakes To Avoid When Designing Customer Analytics Models
The potential that customer analytics models hold within them are extensive for the companies that choose to utilize them to better their marketing and sales activities. But even best-in-class companies get it wrong sometimes by making mistakes in how they design their models, and in how they utilize them once they have been designed. Herein we present ten mistakes to avoid in designing customer analytics models…
Campaign Sensitivity Analysis – Preventing Competitors From Stealing Your Customers
A simple yet effective manner in which to use analytics to prevent competitors from poaching customers in the telecommunications sector, campaign sensitivity analysis is sure to become a common practice in the field of business intelligence / data mining over the coming years…
Improving the Quality of Data Acquired from Customer Touchpoints
From telecom to retail, hospitality to finance, customer analytics will continue to be a hot topic over the coming years. Keeping in mind that customer analytics is highly correlated with data (and most importantly, with the quality of it), any improvements in data quality will take companies a step ahead in this realm. This article summarizes eight recommendations for companies around how to increase the quality of customer data acquired from customer touch points.
Channel Migration Strategies – Matching Customers to the Optimum Channels
As the number of channels which a company can service its customers through has proliferated over the years and will likely continue to, strategies need to be developed that turn into actions aimed at shifting certain customers to certain channels, in order to best optimize the cost of servicing customers vs. the level of service they receive through different channels…
Utilizing Analytics to Customize & Optimize Retail Networks
Location, location and what was the third? Although location is known to be the key ingredient for success in retail, it is not the only criteria in driving sales. Often, the wrong combination of employees, lack of local marketing and various other factors can diminish returns on investment in a premium location…
One Size Does Not Fit All – Customizing Retail Chain Sales Points
One of the factors that has helped make the retail chain concept so successful globally is that customers are ensured a similar level of service, access to similar products, and a standardized level of quality, regardless of which of the retail chain sales points they visit. Customization provides an opportunity to make this concept even more successful...
Loyalty Programs Gone Wrong – Ten Common Mistakes to Avoid
While it’s not rocket science, designing an effective loyalty program is much harder than it appears. Even the most lauded companies have deficiencies in their programs, deficiencies which can make or break it…
Radically Proactive Marketing – The New Name of the Game
The old rules of the game - Advertising, shelf space, retail presence. The new rules of the game - Predictive models, one-to-one offers, outbound campaigns. 65% of product launches fail. That’s means that the millions of hours and millions of dollars in resources invested into developing two out of every three products is a complete waste...
Service Done Right - The Best of the Best
Best-in-class companies go out of their way to cater to their customer base, using service as the key differentiating factor in trying to win them over...
Crisis Management in Reverse - Capitalizing on Shocks to the System
In every sector all over the world, companies fail, collapses that are sometimes triggered by seismic events. Such moments present significant opportunities (or threats, if not seized) for the company that is prepared to capitalize on them. Crisis in the business world can take many shapes and forms...
Know Each Customer’s Share-of-Wallet? Understanding Every Customer’s True Potential
Regardless of sector, companies across the board struggle to understand the true existing potential of each of their customers. Such an understanding is the first step towards capturing more share-of-wallet of existing customers. In its most basic form, there are two general ways companies in most sectors can grow their revenues – by either selling more to their existing customers, or by acquiring new customers (taking aside such other bottom-line impacting actions like increasing retention or reducing operating costs)...
Making it Right - Problem Resolution for High-Value Customers
Nothing makes or breaks an existing relationship with a customer like a problem handled effectively or mismanaged. How high-value customers are treated during a problem resolution process is of the utmost importance in hoping to retain them…
Unique Acquisition Methods - Below the Line Customer Referral Programs
While customer referral programs are abound, few are conducted below the line, aimed at one single individual, a strategy that can uplift acquisition rates significantly vs. traditional referral programs. Referral programs are nothing new...
Retail Loyalty Programs – Tapping Into Their Hidden Benefits
From supermarkets to electronics stores, gas stations to coffee shops, loyalty programs are abound in the retail sector, and flourishing more than ever. But it’s the rare retailer that has truly tapped into the value lying within the program’s customer-related data…
Improving Processes in the Service Sector – Going Beyond Efficiency and Quality Uplift
Traditionally, efforts around improving processes in the service sector have had at their core the end goal of reducing operational expenses while maintaining or improving service quality, focused on driving efficiency in certain day to day business activities...
Outlier Analytics – Learning From Those on the Fringe
While most companies focus their business intelligence efforts on the masses, those few examining outliers (consumers who don’t exhibit expected behavior) are finding hidden gems of information they are using to develop new offerings…
Why Recreate the Wheel? Using Best Practices in the Workplace
Many a company aspiring to be a trendsetter or market leader like an Apple or a McDonalds doesn’t have to be as innovative as them to succeed in their respective sectors / countries – they just need to learn (and borrow liberally) from the best…
Aligning Employees Around Delivering Best-in-Class Customer Experience
Customer – employee interactions are the very backbone of the customer experience. Employees dedicated to serving the customer base deepen the overall company – client bond; indifferent employees providing poor service drive consumer and value loss, damaging the company in a way that is often irreversible. Companies need to align their employees around delivering the best possible customer experience possible…
Maximizing Campaign Conversion Rates Using Analytics
Finding the next best offer for customers is only the tip of the iceberg when it comes to maximizing ROI from campaigns. Companies need to look into using the right channel, the right tone of communications, and even the right time to contact customers to achieve this ultimate objective...
Small Business Loyalty Programs - Giving Back to the Oft-Ignored SME Segment
For too long, the SME segment has been underserved, with companies doing little to cater to the needs of this extremely important and valuable group of customers. Some companies have begun to take heed, launching loyalty programs customized for this segment across numerous different sectors…
Wondering What Lies Ahead? The Power of Predictive Modeling
From telecoms to finance, e-commerce to government, predictive models are being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so...
Ensuring Successful Business Partnerships
Partnerships with other companies in or outside of one’s own sector are often frowned upon by companies, due to their complexity, risk, and time consumption. Yet, the right partnerships can provide significant benefits for companies, helping them gain a competitive advantage against their competitors. Companies need to follow a set of guidelines in ensuring they build relationships with the right partners…
'Occasional' Customer Segmentation - Uncovering Hidden Truths About Customers
As traditional customer segmentation has become blasé, with occasion segmentation the hot trend, it’s a hybrid model of the two - 'occasional' customer segmentation – that companies seeking to “be there” for their customers need to examine...
Bundling 2.0 - Bundling Within and Across Sectors
Traditional bundling is a nice start for companies seeking to drive acquisition, generate cross-sales, and increase product & service uptake / upsell, but it’s only a start – bundling within and across sectors is the wave of the future.
The Social Media Buzz – What’s It All About?
The proliferation of online communities in the form of social media is one of the most noticeable trends on the web over the past several years. Not only has it redefined what the internet means in terms of its value offering, but has also become an indispensible element of a given person’s daily activities...
Segments of the Middle East – Small and Medium Enterprises
The last in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Beyond the Customer Lifecycle – Catering to Customers When They’ll Most Appreciate It
While many a company takes into consideration the customer lifecycle when designing their customer experience strategies, few consider that they need to cater to the needs of customers during transitional lifestage moments or spontaneous events...
Consumer Segments of the Middle East – The Youth
The third in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Making the Leap – From Reactive to Proactive Sales
Businesses can no longer sit back passively and hope customers come a knocking. The proactive pursuit of potential clients must be made a part of any companies’ day to day sales strategy, and reflect in its activities...
Consumer Segments of the Middle East – Leisure and Business Visitors
The second in a series around the most common and important market segments observed in the Middle East and strategies / tactics to acquire and serve them effectively…
Consumer Segments of the Middle East - The Expat Community
Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different segments and target them effectively...
Eyes Wide Open - Competitor Intelligence Practices
According to a study by the Society of Competitive Intelligence Professionals, about 90% of the Fortune 500 companies in the US are conducting competitive intelligence activities...
Finding Tomorrow's Valuable Customers Today
The oft-neglected customer who represents little value today could be an important asset for your company tomorrow – the trick lies in identifying them. Companies in the telecommunications and banking sectors that have begun managing customers based on their value have taken that first important step in effectively dedicating their resources proportionately, providing a higher level of service to more valuable customers...
Optimizing the Customer Experience to Drive Customer Retention
Companies need to realize the single greatest asset they have aside from their product or service portfolio are their customer-facing employees, and, accordingly, ensure they are equipped and measured in the best manner possible to satisfy customers to the greatest extent possible...
Reselling in Line With the Technology Adoption Curve
Sales and Marketing functions in technology-based product / service companies need to understand their customer base as related to the technology adoption curve and strategically plan their reselling activities around the concept. For every new product that comes out that can be considered ground-breaking or trend-setting, there is a pace at which customers acquire the given product...
Bundling Your Way to Success
Working hand-in–hand, Sales and Marketing teams of companies can generate significant cross-sales / up-selling by bundling products / services together...
Turning Your Customers (and Non-Sales Employees) into a Sales Force
In a day and age when acquiring a customer is getting more and more difficult due to increased competition and slashed sales budgets, customer referral programs can be utilized to generate significant sales growth in a very practical and effective manner...
10 Tips for Establishing a Successful Test & Learn Environment in the Retail Industry
Decisions about discount rates, product bundles, offers, changes in the store design, process changes and various other investments are part of daily challenges retailers face with every day. For most companies, unfortunately, the “gut feel” is the main driver for many of these. While the value of experience and expert opinion is unquestionable, sentences starting with the phrase “I think…
Effective Loyalty Programs - Keeping Costs Under Control
The third in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
A New Metric for Sales Channel Management (Channel Diversity Index)
Across numerous different sectors in an ever-increasing manner, companies are agreeing with external parties to serve as a part of their sales channels – and, in some cases, to serve as the sole sales channel...
Are Your Sales Channels Crisis Ready? (Revisiting Sales Channels)
The latest economic crisis necessitates the need for companies to revisit their sales channels. Why? The drastically effected marketplace has altered factors like sales potential, competitive landscape, customer preferences, partnerships, etc...
Effective Loyalty Programs - Recognizing & Rewarding Most Valuable Customers
The second in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
BI on a $0.99 Budget
Business Intelligence teams recognized as "best-in-class" have often spent hundreds of thousands to millions of dollars on software to garner such praise. Such investments are near impossible for budget conscious / smaller scale companies, especially in times of economic downturns...
Customer Retention During the Downturn
In light of the deepening economic crisis and its effect on churn behavior, retail banks need to revisit their retention strategies and revise their tactics so they reflect the new reality in the marketplace...
Effective Loyalty Programs - Changing Channel Usage Behavior
The first in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Developing Sales Battle Cards
In an environment where conditions are getting tougher (with increased number of local/global players, elevated customer expectations, new technologies which makes product and service comparison easier than ever, the economic downturn, etc.) ...
Where are Your Dealers? (Optimizing the Dealer Network)
The dealer network is the most important channel for many companies operating in the retail sector. Unfortunately, examples of poorly managed dealer networks are abound, particularly on the issue of geographic distribution of dealers...
Your Customers Are Changing, Are You Following?
The economic downturn is having a substantial impact on the needs, preferences and behavior of customers. Companies need to tap into their customer intelligence to ensure they adapt as well to these changing conditions...
Are You Using Enough and the Right Facts for Decisions across Your Organization?
Organizations make tens to millions of managerial and operational decisions every single day with difference importance levels and frequencies. Such decisions range from highly strategic ones, such as decisions on entry to new markets to tactical ones, such as the next product that the sales agent will offer to a customer...