Transforming Marketing Strategy: Interview with Niraj Dawar
By Stephen Shaw Niraj Dawar is a professor emeritus, marketing, at Ivey Business School, University of Western Ontario, which is one of the premier business schools in the world. He is the author of the book Tilt: Shifting Your Strategy from Products to Customers. Most marketing leaders say that driving …
What is “Publicly Available Information”?
By Sara Clodman “Publicly Available Information” isn’t necessarily what you think it is. We live in a digital and interconnected economy, where consumers want to benefit from increasingly intuitive products and services to match their evolving expectations. So, when individuals publicly share information about their tastes and preferences on a …
Achieving sustainable e-commerce
By Jackie Sebesta The emerging core market of e-commerce is coming to the forefront at Lowe-Martin. We are now faced with the challenge and the often-competing priority of delivering products faster and in perfect condition, while still maintaining our commitment to protect the environment: including reducing our carbon footprint. When …
Dawn of the Corporate SuperCitizen
By Mike Robitaille Yesterday’s business playbook remains seductively simple: make a product, sell it, collect money for it, and spend as little as possible in the process. The game was straightforward: companies held all the cards and the general public was happily oblivious and, for the most part, powerless. Life …
Elections: think like a machine
By Christopher Alexander The Coalition Avenir Québec’s (CAQ) success in the 2018 elections was a major blow to three major Canadian pollsters, which had predicted a much closer race between the CAQ and the Liberals. Failed prognosticating is certainly nothing new. But polling difficulties in both Canada and the United …
Going the last mile (km) for customers
By Cami Zimmer According to a 2018 Retail TouchPoints study, last-mile (or kilometre) services have risen by 50% in the last 18 months, with most of the increased demand coming from the business-to-consumer (B2C) e-commerce segment1. This has numerous implications for both customers and brands and is changing the way …
Managing the brand in disasters: Marc Gordon Interview
By Brendan Read When companies are faced with disasters the question becomes how best to respond in order to ensure a customer-accepting customer experience (CX), customer retention, loyalty and brand reputation. This perennial issue came recently, dramatically and tragically back into spotlight with the fatal crashes of two Boeing 737 MAX …
Preventing Data Breaches
By Karl Swannie As a marketing professional, are you fully prepared for a data security breach? When it is determined that confidential customer data has been stolen, and there will likely be a hefty price tag attempting to fix what went wrong, will you know how to react? Finally, when …
The big small business market
By Miki Velemirovich In Canada, small business is huge, accounting for 97.9% of all businesses across the country. Out of an estimated 1.18 million enterprises, 1.15 million are those with fewer than 100 employees1. A community this size deserves attention. But in order to reach it effectively, marketers need to …
The Key to Fulfillment
By Greg Brown E-commerce continues to transform global retailing, and in Canada it is picking up steam. Online retail sales grew 30.6% (C$15.65 billion) in 2017: twice that of U.S. merchants1. International sales are likely an important key to this momentum. Canada’s geography also makes e-commerce a natural as much …