Book Review: Why She Buys by Bridget Brennan

This book is considered a milestone in marketing (and selling) for women, and for this reason, I decided to read it. According to Bridget Brennan, 80% of sales are influenced by women. Moreover, at the time this book was written, most of the marketing effort was made towards man. No relevant communication, no specific advertising, no tuned-in marketing. Stop: we all assume there is a ton of marketing addressed to women. However, one of the most exciting chapters of this book is dedicated precisely to Marketing to Women, and is titled “The Difference between Sex Appeal and Gender Appeal“. In short: if you thought that women lingerie advertising are typically done for women, think again. The sexual charge of it is generally addressed to man. Gender is the most powerful determinant of how a person views the world and everything int it. it’s more powerful than age, race, or geography. Bridget Brennan, Why She Buys, page 11 If seen this way (although some might disagree), we understand the fact that the entire process of designing, producing, selling …

Digital Transformation in Store

As the role of the physical store gets redesigned by the impact of technology, there’s more evidence of the centrality of retail associates in delivering successful experiences and drive sales across channels. Simply plunging technology in stores has failed in accelerating this: to succeed employees in store need to be at the core of the Digital Cultural Transformation of the company. Perhaps no other industry has been impacted by changing customer demand like retail. People want to have 24/7 shopping experiences, and they want it now. However this trend did not crystallize into one channel taking dominance over the others, rather the expectation is to be consistent across all channels in the value chain. Which is why a lot of the Retail Apocalypse proponents, have found out that also traditional brick and mortar retail still has a meaning. I have already addressed how I believe the work in retail is changing. And have also more recently argued that the expectations put on Retail Associates need to be compensated adequately. What I want to focus today, …

The Value of a “wow” Shopping Experience

A couple of days ago I’ve spoken at the annual Marketing Symposium that Deloitte organizes in Luxembourg. My short intervention was focusing on the concept of Shopping Experience, and on the way it relates to what I define “people centric retail development“, i.e. the concept that store personnel is the driver in the delivery of a real “wow” experience for the shopper. I really believe there needs to be a focus on this aspect. The retail industry is facing a real challenge at the moment: the luxury segment is forced to become more and more exclusive, to keep its affluent clientele. The more “cheap” segment is constantly evolving, and is now seeing tenacious battles between the various market leaders as well as new entrants. The “in between” segments are the more challenged ones, squeezed in between the chic and the cheap. So far they have been able to compete thanks to a certain degree of specialization. But more and more they will need to relate their own survival to their capacity to deliver enough positive …