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Creating brand alignment can be a challenge for loyalty marketers, but the potential benefits are highly attractive.
Marc Rashba, vice president, Sony Pictures Entertainment, spoke with Loyalty360 about how his company views the current customer loyalty/customer experience landscape, including six critical pieces that help brands achieve internal alignment.
“If we’re talking about being aligned with today’s consumers, then our view is that everything has changed,” Rashba explained. “For instance, the grocery business used to be as simple as real estate. People picked the market by geography. If it was close and convenient, they went. Simple. Flash forward to today and markets have to specialize. Do the brands specialize in value? Do the brands need to focus on organics? Do they have to focus on bulk buying?”
Rashba added: “Do consumers even want to get dressed anymore and even go into a grocery store? The explosion of home delivery services (Blue Apron, Instacart, GrubHub, and the like) erases the need to go out to buy food to prepare a meal at home. They are an example of selling convenience. I’m not sure if the services filled an unmet need or whether those services themselves created a need, but consumers have spoken. The traditional grocery retail brand has to change and adapt, or they will not be aligned with tomorrow’s consumer. It’s experiential and there is healthy retailing out there. You have to give people a reason and an experience. We just have to make it easier for them and make it attractive so that a brand stands for something.”
Rashba said that creating brand alignment is a “huge challenge and opportunity” for retailers.
“We basically have these six categories,” he noted.
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