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We Are in The Customer Experience Business

May 21, 2013 by Newsfeed Editor  


As at-retail merchandising and marketing service companies, the members of World Alliance for Retail Excellence & Standards are more than just simply vendors to our manufacturer and retail clients. Our companies and field reps are called on to act as brand ambassadors and are entrusted with the last, but maybe most important, step in the go-to-market process: the last few feet to the shelf. To say it succinctly, we are in the customer experience business

A recent blog on Customer Experience Matters by Bruce Temkin, follows some recent developments among customer experience (CX) vendors in all industries. These trends help to underscore and validate the importance of at-retail marketing and merchandising service practices. Here is a summary of the key findings:

-Selling price is increasing. About one-quarter of CX vendors say they have been able to raise their prices.

-Field and product marketing need help. Only 20 percent of CX vendors say they are strong at field marketing and only 24 percent said they are strong at product marketing.

-Over half of the vendors see sales as a key area for improvement.

-Seventy-eight percent said innovation in their offerings will impact business over the next two years.

-Mergers and acquisitions are expected by more than one-third of the companies over the next 18 months.

-Almost all CX vendors expect to grow this year and 31 percent say that that growth will reach 50 percent.

-The two industries with the most momentum are telecom/media services and retail.

World Alliance is seeking to raise the profile of our member companies and the importance of excellent marketing execution at the retail level. By thinking of and positioning ourselves as being in the customer experience business, we become the brand ambassadors that retailers and manufacturers cannot wait to engage for their next at-retail initiative.


One Response to “We Are in The Customer Experience Business”

  1. Suzanne Lewallen on May 21st, 2013 2:32 pm

    Excellent article. What we do (I am a field rep/”Brand Ambassador” as I will now call myself) is valuable and necessary. It was great to read an article that so clearly states what I have always thought.

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