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customer centric marketing

How To Spot The Wrong Customer Perspective

by · May 12, 2014

In the checkout line at a national arts and crafts chain last week, I noticed a large red sign encouraging customers to sign up for the store’s email marketing program. Point-of-sale executions to encourage a deeper connection with the brand online are smart and help you reach the customer at multiple touch points, driving repeat business and loyalty.

But as I read the sign, my delight turned to despair for the brand. It was immediately clear to me the brand had the wrong customer perspective.

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