Customer Loyalty: A Reactivation Story (jschmid.com)

About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit. And worse, because I didn’t get my way, I decided the phone rep was rude and dismissive. Yes, I’m guilty of perpetuating the “all-about-me” attitude pervasive in the consumer world.

WORD OF CAUTION: YES, one bad experience can ruin a customer relationship forever. And the reason can be as petty as feeling dismissed.

But then, darn it, suddenly I couldn’t avoid them – they were everywhere. Read more at: https://www.jschmid.com/blog/rei-me/

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ACMA Cosponsors Aug. 10th Webinar on ‘Rethinking Catalogs’

The ACMA is excited to cosponsor the upcoming webinar, Rethinking Catalogs: New Technology, New Processes, New Economics, to be held on August 10th at 1:00 pm Eastern Time. Lands’ End Creative Director Daniel Hetzer and Inkjet Insight Founding Partner Elizabeth Gooding will discuss how catalog creative and production processes are adapting to new customer attitudes, technical capabilities and economic realities. Takeaways: •How shifting customer attitudes are affecting retail buying patterns •Objective approaches to measuring catalog and direct mail effectiveness •The impact of Covid-19 on cataloging •Trends toward personalization and customization that predate the pandemic and those that can be used effectively and efficiently •Consideration of new strategies for when to print, what to print and how to print. Register at: https://us02web.zoom.us/webinar/register/WN_6eXQly3hTnmwD8mamsUJhg

What Will Catalog Marketing Look Like in a Post-COVID-19 World? (mytotalretail.com)

The coronavirus has been a life-changing event. We've never experienced anything like this before. Baby Boomers were young when polio was nearly eradicated with the Salk vaccine in 1955. At that time, very little was known about polio, which paralyzed and often killed young children. Science has greatly advanced since then. Even so, until we have a proven vaccine, the spread of COVID-19 will continue and the so called “new normal” will evolve and become even more of a reality with every day that passes. COVID-19 has brought about changes in ways we never imagined. Changes in the way we shop, how we work from home, homeschool our children, entertain ourselves, and so much more. What we wouldn't have imagined prior to the coronavirus is becoming the new normal today. Some of the changes we've made will revert back to the old way of doing things once the virus passes. Many of the changes will remain at least for an extended period of time. Many consumer catalog and online businesses have seen a significant increase in response to the way people shop during the coronavirus — i.e., “The COVID factor.” The increase varies by product category.

Capmaign Building Blocks: Pocket Campaigns (jschmid.com)

We’ve all seen people go crazy for tiny houses. There’s a reason for that: smaller means simpler, quicker to build, easier on the budget. Well, the same concept works for campaigns. It’s possible to build a small, agile campaign that reaches a portion of your audience and prospects too, with a friendlier bottom line. However, as with tiny houses, you still need a strategy, skill and planning to build it. Even if it is pocket-sized. It’s also useful for testing creative messages and visuals to gauge response before a big rollout. So what are the essential parts of a campaign, and how can you scale budget? Let’s take a look. Click Read More below
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