We’ve advised clients on many of the strategies Trader Joe’s deliberately ignored, including loyalty programs, app integrations and carefully timed promotions. And yet, by doing the opposite, Trader Joe’s turned those choices into a $16 billion empire and a fiercely...
The holiday shopping season may be winding down, but for marketing leaders in retail and hospitality, the work is just beginning. Gift cards are again a top choice for holiday shoppers. According to an International Council of Shopping Centers survey, two-thirds of...
Since Y2K, conventional wisdom suggested that e-commerce would steadily diminish the role of the physical storefront. Yet even as digital platforms command a growing share of transactions, we’ve noted that physical locations remain indispensable. The storefront now...
A cookie is never just a cookie – especially when it’s wrapped in decades of brand equity. Last month Mondelez International Inc., maker of iconic packaged food brands like Oreo and Ritz, filed suit against Aldi supermarkets, alleging that Aldi’s store-brand cookies...
The top 6 of the metrics that matter Part 3 of the “Marketing as a Profit Center” Series In the first two articles of our series, we established that marketing must move beyond vague goals like “brand awareness” or “engagement.” To become a true profit center,...
For too many businesses, marketing remains an expense item—a necessary cost of doing business – not a strategic driver of profit. But what if marketing wasn’t just an expense? What if, instead, it operated as a profit center—accountable for delivering measurable,...
