Social commerce is the evolution of online commerce. What is social commerce? Social commerce is the term used to describe the phenomenon of social media platforms affecting online shopping behaviour. It can be traced back to the early days of social networking when MySpace was the most popular site on the internet. At that...

Online and offline retailers should take into great consideration the ROPO effect if they want to remain competitive in an increasingly connected worldHave you ever heard about the ROPO effect? If not, you should definitely read this article. What is the ROPO effect? ROPO is an acronym that stands for Research Online, Purchase Offline....

Customer engagement is critical to any business, but it's not always easy to achieve. Compared to traditional products, smart products have an edge in this regard. What are smart products? Generally speaking, smart products are physical products with embedded sensors, software, and connectivity that allow them to collect and exchange data real time. The...

Product authenticity verification systems are much more than a way to combat counterfeiting According to The Guardian, the trade in counterfeit goods is worth $600bn per year, and that is why having a system for verifying authenticity is so important. After all, that money ends up in the hands of crooks instead of corporate...

Consumers are not all the same. In particular, luxury brand consumers have specific characteristics that companies should know, especially if they want to improve their customer engagement.  Who is the typical luxury brand consumer? Some say that the typical luxury brand consumer is female, aged between 35 and 54, living in an urban...

Are you wondering about how to measure consumer engagement? From web traffic to customer satisfaction, there are many metrics you can monitor. Paul Greenberg defined consumer engagement as “The ongoing interactions between company and customer, offered by the company chosen by the customer.” Why is it so important? Because today the sales experience often...

Here are a few metrics for you to measure customer loyalty Customer loyalty may seem like an abstract concept, linked to the world of psychology. However, companies need to measure it to see if their product/service, customer service, or marketing decisions are working. Customer loyalty and customer retention  Customer loyalty is the probability that...

Collaborative luxury consumption shows us a transformation of consumers' attitudes towards luxury Collaborative luxury consumption is a phenomenon that has become increasingly popular in recent years. Owning new goods is not the only way for consumers to experience luxury, with an increasing number of people preferring rental models or buying ‘preloved’ second-hand items. What...

Here are a few tools you can use to improve your digital consumer engagement Digital consumer engagement is a fundamental step for any brand that wants to remain competitive. In fact, today's competitiveness is not so much played on the quality of products and services (which consumers take for granted), but on the experience...

To be successful, your company needs to build long-term customer relationships. It's not easy, but you can do it. A long-term customer relationship is based on trust and loyalty. Let’s see how you can achieve that and why you should do it. Why it is important to build long-term customer relationships Acquiring a new...