Customers

The Evil Downside of Gift Cards

This past holiday season I saw probably one too many articles trumpeting the value of gift cards to retailers and how they are a great thing for retailers. My skeptic side starts coming out as I see article after article appear, and I have to start asking "Is the increasing prevalence of gift cards as a holiday gift (primarily Christmas) a good thing for retailers?"

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Building an Experience

As people become ever more immune to traditional advertising and marketing, branding will become more important. Branding is all about building an emotional connection with customers. Making the decision to follow a strategy focused on building a brand is not without peril, however, as it means that you will have to choose to not do certain things, like pursue a low price strategy.

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