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. 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
Scott Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College, explains why brands are seeing such excessive product returns and provides advice on how to reduce
Kay Lemon Predicts Greater Use of Customer Data by CPG Brands
Kay Lemon, Accenture Professor of Marketing, Carroll School of Management at Boston College, predicts that consumer packaged goods manufacturers will continue to learn more about their end customers t
How Retail Brands Should be Creating Customer Experiences
Before the 2007 recession, retail was quite adventurous. Retail as theater was explored in everything from Niketown to the Lego Store. Harvard's John Deighton explains it's time to venture out again.
Customer Context Matters
You must know your customers and their context more deeply to achieve more human marketing.
HHQ Vol 2 Winter 2018
What Creepy Retargeting Looks Like
Don't be a creep. You must know your customers and their context more deeply to achieve more human marketing.
Why Consumer and Retail Brands Should Collaborate—Not Compete