December 2018 Issue

How Harry Rosen is using segmentation to enhance its customer appeal

By Michele Sexsmith Most retailers are fortunate if they know their regular customers well enough to give them a familiar nod as they enter the store. On rare occasions, they might know a customer’s name and engage in idle conversation. Then you have Harry Rosen, where some of the sales …

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December 2018 Issue

Successfully segmenting customers

By Rob Daleman For today’s business-to-business (B2B) marketer, proper market segmentation is a key step that will make or break your marketing campaigns and go-to-market models. While not as focused as account-based marketing, a well-defined segmentation model offers the ability to break down a larger market to better target your …

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December 2018 Issue

OTT for niche segmentation

By Dan Goikhman Standard cable TV has been the long time programme viewing giant in the Canadian market. Then Netflix was introduced in 2010, providing over-the-top (OTT) viewing and the whole game changed. Viewers across the country liked the comfort and easy access of OTT services and subscriptions have been …

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December 2018 Issue

Marketing in 2019: same, but different

By Debbie Major Do you really know what your client customer’s needs? Do you know what is keeping them up at night? What does your client look like? What is your customer’s avatar: male, female, young adult, senior or child? Where do they hang out? Where did they go to …

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December 2018 Issue

Making payments painless

By Mia Huntington Marketing agencies can be the lifeblood of their clients’ businesses. You help tell your clients’ stories and elevate their brands. Your services are strategic, and your ideas facilitate the creative process: well worth the time invested. But what’s not worth the time investment is collecting payments, though …

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December 2018 Issue

Effectively marketing pop-up retail spaces

By Linda Farha Pop-up stores are one of the hottest retail trends as they provide high-demand goods on-demand with minimal footprints. At the same time, they are retail real estate market disruptors, requiring landlords to be agile, flexible and equally critically highly knowledgeable about their potential tenants’ business and be …

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December 2018 Issue

E-commerce is dead. Long live digital commerce!

By Jeff Guthrie It’s time to finally say goodbye to e-commerce. It has evolved into something more advanced and complex, namely digital commerce, and businesses need to make sure they’re keeping up pace or they risk falling short of their customers’ expectations. To most consumers (and marketers), e-commerce implied there …

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December 2018 Issue

Attention retailers: unleash the power of your data

By Lia Grimberg In today’s world of discerning consumers, vast amounts of data, proliferation and increased accessibility to artificial intelligence (AI), having a “me too” loyalty programme with a mass communication approach is no longer cutting through the competitive clutter. At the same time, unfortunately, too many Canadian retail loyalty …

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December 2018 Issue

Specialized service: the future of contact centres

By Matthew Clare In our data-driven world the need for more effective automation and personalized customer experiences is greater than ever. In some cases, a company’s customer experience journey may be even more important than the actual product or service. Today, contact centres are crucial with Millennial buyers who expect …

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December 2018 Issue

Filling the CX gap

By Jonathan Eisenzopf Enterprises are finding themselves in a constant state of digital transformation. They’re looking for the best ways to meet the needs of their customers in the channels that are most meaningful to them at any given time. Many executives will say that, as a result of these …

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