The Retailer's Guide to Cross-Channel Success
Merchandising Musings
By Andrea Syverson
About Andrea
Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 20 years experience, she holds customers in highest regard in all decision-making processes. By actively and intuitively listening to customers, she's created and developed best-selling products across a variety of categories, from gifts and stationery to books to gourmet food to apparel to spirituality, and many in between.
Her clients include large and small companies: Hallmark, Hershey Foods, Ben & Jerry’s, Celestial Seasonings, Wolferman’s and Boston Proper, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Her new book, "BrandAbout: A Seriously Playful Playbook for Passionate Brand-Builders and Merchants," will be out in spring 2010. She's president of IER Partners, a national consulting firm specializing in strategic planning, brand marketing, merchandising, new product development and creative thinking.
Return on Intelligence
7 Ways to Grow Your Brand in a Down Economy
Aug 31, 2010So, how can your company follow in The Fresh Diet's footsteps and make Inc.'s 500 list? Here are seven ways...
Retail Rants & Raves
How Green Mountain Coffee Roasters Saved a Customer
Aug 23, 2010Talk about valuing your customers and providing exceptional customer service! It's no wonder that GMCR is one of the fastest...
Dear Dr. pROfIt
Getting Senior Management to Buy Into Mobile
Aug 23, 2010New purchase channels can achieve success if marketing and merchandising are aligned to the interests of customers.
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Creating Positive Customer Experiences
What Your Business Can Learn From the JetBlue Flight Attendant's Meltdown
Aug 30, 2010How can you use the Slidin’ Slater incident to start a lively dialog in your company about how working conditions...
The Art of Double Meanings
How can your brand infuse its products with double benefits? Double meanings? What would it take to accomplish something even more meaningful with your product development team?
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Making Salt and Socks Exciting
Imaginative merchants have all worked hard to turn rather ordinary items into extraordinary “must haves.” Just how alluring is your product line? And how will you keep luring your customers into your brand?
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Merchandise as Kindling!
This summer, why not chat about the strength of your merchandise’s kindle factor and see if there aren’t ways you can turn up the inspiration intensity of your product offering?
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The Power of a Jolt!
Mindful merchants know that one of their main roles as brand builders is customer motivation. They know just when the power of a gentle nudge (via strategic cross-sells, meaningful upsells or properly placed point-of-purchase teasers) or a more forceful jolt (you must have this!) is necessary to prompt a sale. In today’s selling environment, with consumers more cautious than ever about their spending, merchants are required to use their motivational jolt skills more often.
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How to Create Intrigue for Your Products
To “live curious” as a merchant means to dig deeper, pay more attention to details and patiently sift through the mundane to find the remarkable. And sometimes it means making the mundane simply remarkable.
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