Did you know that messing up can be good for your brand in the long run? Find out more with Lauren Ackerman, VP of Client Strategy at J.Schmid as she walks through the five key moments that drive customer loyalty.
watch video at: https://www.jschmid.com/blog/5-key-moments-that-drive-customer-loyalty/
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While there’s no denying that print is on the rise, many still think of printed collateral as a static medium. Although there may be some truth to this sentiment when looking at a wide swath of catalogs, it’s by no means an unbreakable rule. Whether to pinpoint a certain demographic, create more opportunities to disrupt in the mail, or to invest in a piece that consumers will want to not only engage with, but that will help to further your brands tangibility and relevance – changing the design of your next book to include moments of direct interaction with customers is a must. The best, and perhaps most daunting, part of creating interactive catalogs and mailers is that the sky really is the limit. Some examples you’ll see are as easy as changing a design layout, others involve new exciting formats, and still more come from thinking completely outside the box and reimagining what a piece of printed advertising can be and do. No idea is too big or too small, so let’s start exploring! much more at: https://www.jschmid.com/blog/disruptive-catalogs-part-5/
The scarcity is real, and for most retailers – the occasional backorder went from a low-grade and fairly infrequent problem to major outages, much of the time, and backorders of 3-4 months are increasingly common. Customer reactions range from anger and frustration to panic that they won’t get what they need. Believe it or not, it’s possible to make the best of a bad situation. A brand’s response to trying situations: returns, backorders, and out-of-stocks, can make or break your customers’ perception. So what moves make sense? First, your customer has an immediate need. So when possible, sell what’s available today (SWAT). Something that can fill that is far superior to a perfect solution that’s available in 4-6 months. You need a reliable inventory system, and a knowledgeable staff that’s empowered and capable to direct customers to the right solution that’s available on hand, or smart website algorithms that can suggest an appropriate alternate product. But what if offering an alternative product is not possible? Then it becomes about managing expectations, communicating early and often, and empathizing with the customers’ likely frustrations. More at: https://www.brandunited.com/article/supply-chain-woes-communicating-customers/
Disrupt. Delight. Drive. Three words that, together, form a mandate for our catalogs. From crowded mailboxes our books need to stand out and garner attention; pay off that attention with content that creates desire, and – ultimately – compel our customers to click, call or visit. It’s a tall order. And that first piece, Disrupt, is the 1st priority. If it doesn’t happen, the other two won’t. We could mail an 11” x 17” oversized book. That will get noticed. So would a ‘scratch and sniff’ cover? But most of us don’t have budget to add a bunch of bells and whistles just to make us louder than the other guys. I’m particularly mindful of this as I wade through the current flood of women’s clothing catalogs in my own mailbox, most of them conveying the long-suffering Spring + Early Summer + Mother’s Day mashup: covers graced with women pouring each other glasses of Rosé, or bikes with flower-filled baskets. Make no mistake: this is not a judgement, but a shared burden. What can we do—any of us—to stand out in a sea of perpetual sameness, when all we have to work with is the traditional, two-dimensional real estate of a catalog cover? For the rest of the story, go to: https://www.jschmid.com/blog/stand-out-in-a-sea-of-sameness/