Take the survey!

car talk

GM Bids for Brand Loyalty with Free Maintenance Across Brand

Posted by Dale Buss on June 6, 2013 06:27 PM

General Motors bid for increased customer loyalty today in an increasingly competitive US market by extending its offer of free maintenance to include most new Chevy, Buick and GMC vehicles.

CEO Dan Akerson revealed the gambit at GM's annual shareholders meeting at company headquarters in Detroit on Thursday. Toyota and Volkswagen have offered free maintenance across their US lineups for a few years, and GM recently began offering free maintenance just on its Chevrolet Silverado and GMC Sierra pickups. Cadillac already offered a more extensive free-maintenance program.

But Chris Perry, Chevrolet's global CMO, told brandchannel that GM's move has two purposes. "It's definitely a way to provide greater value to our buyers and to the ownership experience," he said. "And it's a way to garner greater customer loyalty as well."Continue reading...

brand essence

#Winning: Sephora Reaps Rewards of Dedicated Customers, Fine-Tuned Service

Posted by Sheila Shayon on April 19, 2013 05:18 PM

Since its inception in 1970s Paris, Sephora has been a disruptive force within the beauty industry. Today, the retailer has 1,750 stores in 30 countries and is turning out revenues upwards of $4 billion.

From its very birth, “this new stand-alone beauty and fragrance store was a real shock for store operators throughout the world,” notes Forbes. “The department stores believed they had the only retail format capable of effectively selling premium beauty and fragrance products. They were wrong.”

Acquired by Louis Vuitton Moet Hennessy in 1997, the first Sephora store opened in New York in 1998. Today there are close to 706 stores in the US, including 386 boutiques inside JCPenney stores, a key element that has kept the ailing department store from drowning. Breaking the barrier of entry, Sephora applied that iconoclastic spirit to wooing a new, younger consumer than those frequenting department stores, with modern brands and a cross-sell of products by in-store sales associates who primp and paint customer’s faces from their choice of products, arranged alphabetically.Continue reading...

shopper insights

Study: CPG Websites Turn Visitors into Brand Buyers

Posted by Barry Silverstein on February 8, 2012 12:11 PM

There's good news for CPG companies who've been shifting their promotional dollars from print ads, FSIs, direct mail, and other traditional media to online media. A new study suggests they should keep doing it.

A trio of lower-case branded research consultancies — accenture, comScore, and dunnhumbyUSA — have teamed up on a research study to answer the question, "Are your CPG brands maximizing the return on your digital investment?"

What they discovered was compelling: a direct correlation between CPG brand website usage and in-store purchase behavior. The study was based on an integrated panel of one million U.S. Internet users who gave comScore explicit permission to have their online activities continuously measured and matched to their in-store brand buying behavior provided by dunnhumbyUSA.

The research was designed to accomplish three specific objectives:Continue reading...

response mechanism

Accenture: Boost Loyalty by Avoiding Blind Spots

Posted by Sheila Shayon on February 2, 2012 11:02 AM

A new study from Accenture reveals that 66% of consumers changed brand loyalty in 2011 due to dissatisfaction with customer service, even as satisfaction with overall services provided increased.

The Accenture Global Consumer Survey polled 10,000 people in 27 countries on ten issues about service expectations, purchasing intentions, loyalty, satisfaction and switching.Continue reading...

auto motive

Hyundai Finds Traction with Frugal and Millionaires Alike

Posted by Mark J. Miller on July 18, 2011 02:00 PM

Maybe it's the dulcet tones of brand voice Jeff Bridges, but Hyundai — a smaller automaker than rivals Honda and Toyota — is tops on one important list: the most common return-customer seller in the last quarter.

Hyundai topped the Kelley Blue Book list, a first for the company, according to a KBB press release. As Auto Loan News reports, Hyundai placed first in customer loyalty with 52.3% of the vote with Honda (49.7%) and Toyota (42.7%) placing second and third.

The top American brand was Ford, Auto Loan News notes, which came in fourth with 45.4%.Continue reading...

auto motive

Honda Aims for a Million More Million-Mile Joes

Posted by Dale Buss on June 16, 2011 01:30 PM

Hyundai offers its Assurance; now Honda has its Promise.

In a bid to hang on to small-car customers it might otherwise be losing because it is running short of key models including Civic, Honda is launching a new policy that allows US dealers to honor current incentives ... even if purchasers must wait weeks until the exact units they want become available.

Yes, not all brand fans are like "Million-Mile Joe," a Honda loyalist in Norway, Maine, who's about to hit the million mile mark in his 1990 Accord.Continue reading...

games people play

Kiip Hopes to be a Keeper for Gamers and Branders

Posted by Sheila Shayon on May 18, 2011 01:00 PM

Kiip (pronounced "keep") has opened a new mobile doorway for advertisers to reward gamers. The premise underlying the seven month-old start-up: beat a level or get a high score and Kiip sends you free food and goods from brand partners for games you’re already playing. It's like Vegas for gaming high-rollers! Without the Vegas or high-roller part.Continue reading...


Zappos' Virtual VIP Dressing Room Lets Shoppers Sashay Virtual Catwalk

Posted by Sheila Shayon on May 17, 2011 11:00 AM

What do you do after you’ve successfully reached your brand’s goal of becoming the largest online destination for shoes…and you’ve already added handbags, eyewear, clothing, watches, and kids’ merchandise to your inventory?

If you’re Zappos, you introduce VIP customer status, including free overnight shipping, points for purchase to ascend the VIP leaderboard, a selection of avatars for onsite identity, and badges for signing up and writing reviews. And then you sweeten VIP membership with fun personalization features to enhance the shopping experience.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Brands and the pursuit of excellence