This month’s issue of Featured showcases some of our most popular articles from December. Included are 2018 marketing predictions from our Harte Hanks Marketing Advisory Board academic members—including John Deighton, Kim Whitler and others. The remaining three articles provide a mix of thought leadership and practical how-to’s. Check out CMO Frank Grillo’s article for a unique perspective on how marketers need to evolve their thinking on personas, and dive into the buyer’s journey eBook for a step-by-step look at defining your customers’ needs through the lens of jobs to be done. Finally, see how UK-based retailer Marks & Spencer is rethinking its brick and mortar presence through data that helps them better understand their customers. Enjoy!
LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience
Despite the challenges, there are numerous consumer brands innovating to deliver excellent customer experie...
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HHQ Vol 4 Fall 2018
Welcome to the Fall 2018 Edition of Harte Hanks Quarterly. Dive into thought leadership and practical tips on data stewardship, auditing your customer experience, using outcome selling and more.
Alibaba's FashionAI Sets the Bar for Retail Experiences
Alibaba, the world’s largest retailer, recently opened FashionAI—a customer-focused, interactive retail store—in Hong Kong. Here's what it looks like and what we can expect to see in the future.
The Most Important Lesson Toys R Us Can Teach Banks
Banks and credit unions can also take away some important lessons from the Toys R Us closure, revolving around the role brick-and-mortar outlets play in providing a customer experience.
Luxury Auto Brand Drives Customers to the Dealership Network for Service
Our Top Retail Articles of 2018 H1—Catch Up Today
Good retail survives by creating customer experiences. We saw that throughout the first half of 2018 and have collected our must-read content on the subject. Hear about Best Buy, LL Bean and more.
How Brands Deliver Empathy and Value Through Listening: A 3-Step Solution
Just one-third of all marketers listed “improved customer understanding” as a top area of investment, according to Bain Capital. But we must understand the customer for effective personalization.
HHQ Vol. 3 Spring 2018
Welcome to the spring 2018 issue of Harte Hanks Quarterly. Check out thought-provoking articles on all things marketing—from creative to martech, segmentation to talent development.
Global DataView for Retail: Solution Overview
Not Practicing Human Marketing? Prepare to Lose Customers
Brands face the risk of losing customers when they don't listen to the conversation that the consumer is having with them within their buyer's journey.
400-Store Retail Chain Cuts Costs and Drives Sales with Mail Optimization plus Data Solution
On-time Mail Delivery Gets Shoppers Into Stores for Crafting Retailer
Harte Hanks Featured Vol 9 April 2018
Harte Hanks' monthly collection of marketing thought leadership. Our April 2018 issue features articles on retail, the buyer's journey, agile marketing, brand-shaming and much more.
Customer Retention: A Framework to Follow and Pitfalls to Avoid
Scott Neslin, Ph.D., has worked with a group of fellow marketing experts to develop a framework for customer retention efforts and outlined the challenges brands can encounter along the way. Read on!
The Master of Mattress Shopping: Why Casper's Experience is Near Perfect
A mattress is typically considered a 'fit product' that customers want to try out in person. Online companies have therefore had to innovate their customer experience to provide value to the customer.
3 Retail and Consumer Brands that Draw Customers in with Powerful Experiences
The best way to design a remarkable experience is to design it around the customer’s needs throughout the buyer’s journey. Brands like BMW, Burberry & Trumaker are already excelling at this approach.
No More Assumptions—How to Understand What Your Customers Really Want
Today's marketing buzzword are “persona-based segments” and “journey maps,” which put customers into boxes based on assumptions. Remove the guessing game with Outcome-Driven Innovation.
Harte Hanks Featured Vol 7 Feb 2018
How to Understand Your Retail Customer Journey with a Needs-Based Approach
If there is no understanding of customer needs and the buyer's journey, we'll continue to see the failure of larger retailers who don't deliver on experience.
LL Bean Attacks the Issue of Product Returns—Will They be Successful?
Harte Hanks Marketing Advisory Board members weigh in on LL Bean's new return policy. Is it a non-issue? Or will the brand take a hit? Scott Neslin provides tips for all brands to reduce returns.
Product Returns: Why They're Happening and How to Reduce Them