STORE SPACES

Tiffany’s uses vinyl window displays

BY Dan Berthiaume

New York — Impact Architectural Signs completed a street-level, storefront signage project for Tiffany’s in Chicago that served as a fall seasonal promotion to help sell upscale watches. The Michigan Avenue retailer used vinyl window graphics in which gold vinyl film was used to suggest a clock face.

Impact Architectural Signs also created another vinyl window display for Tiffany’s in Oak Brook, Ill. For this location, the company created a city neighborhood scene (reminiscent of New York’s brownstones) using precision-cut white vinyl. Both Tiffany’s holiday promotional designs serve the dual purpose of communicating the essence of the Tiffany’s brand while also improving curb appeal.

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MARKETING/SOCIAL MEDIA

Facebook receives lowest customer experience rankings

BY Dan Berthiaume

Ann Arbor, Mich. – Facebook is the lowest scoring brand in the overall ForeSee Customer Experience Index, with a score of 69. The index, a study that examines how today’s customer experiences with the top 100 brands across seven industries as reported by Interbrand are predictive of companies’ future business success, shows that while Amazon dominates retail industry at the brand level (87), Nordstrom (86), Coach (85), Costco (84) and Tiffany (84) are statistically within reach of the leader. Meanwhile, McDonald’s (72) leaves room for improvement with measurement of how it is falling short in satisfying its customers.

When comparing the future behaviors of highly satisfied customers (with satisfaction scores of 80 or higher) to less satisfied customers (with satisfaction scores of 69 or less), ForeSee found that highly satisfied customers report being:

  • 75% more likely to prefer the brand overall;
  • 60% more likely to do business with the company;
  • 83% more likely to purchase more;
  • 63% more likely to purchase from the brand the next time they are in the market for a similar product or products;
  • 77% more likely to give the brand a positive recommendation to others; and
  • 76% more likely to trust the brand in general.

"ForeSee’s Experience Index reveals some surprising customer experience winners and losers and really indicates that those companies giving customers what they want are positioned for long-term success at the brand level," said Larry Freed, president and CEO of ForeSee. "The ForeSee Experience Index research illustrates how individual drivers of customer satisfaction have a quantifiable impact on the likelihood of customers to purchase more and continue to do business with or recommend a brand. The report gives the companies listed a chance to benchmark themselves against each other in terms of the overall customer experience, and serves as an industry resource to give other businesses the opportunity to compare themselves to the best in class."

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M.Nolan says:
Dec-05-2013 04:49 pm

Is comparing Facebook to any
Is comparing Facebook to any other company in this article apples-to-apples? All the other brands listed sell a product. Facebook's customers are those who advertise.

M.Nolan says:
Dec-05-2013 04:49 pm

Is comparing Facebook to any other company in this article apples-to-apples? All the other brands listed sell a product. Facebook's customers are those who advertise.

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MARKETING/SOCIAL MEDIA

360pi: Most Black Friday deals a myth

BY Dan Berthiaume

Ottawa, Ontario — Black Friday deep discounts could be a myth, with only a few retailers dropping prices on only a few categories. Some key findings from pricing intelligence technology provider 360pi based on Amazon’s own assortment in eight categories, including TVs, video games, tablets and digital cameras, show that:

  • Amazon was the only retailer who adjusted prices on over 20% of its assortment, changing prices on almost a third of its merchandise on Black Friday.
  • On Cyber Monday, all the multichannel retailers were trending closer to Amazon’s pricing than the pureplay online stores. You would think the exact opposite given the cost differential in physical stores.
  • Walmart actually raised its prices almost 5% on average on Black Friday, and had been increasing prices steadily in the days leading up to it.
  • Sam’s Club and Amazon dropped their prices most aggressively on Black Friday.
  • Target was the mass merchant with the most significant decrease in its own prices for this assortment from two weeks prior to Black Friday to Black Friday.
  • A majority of retailers either did not lower prices, or even raised prices slightly, on Black Friday.
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