Creating surpluses is the goal of every successful company; in order to reach the objectives pursued, these companies carefully plan their activities, monitor them, manage and optimise them and, in the end, exceed them. Any surpluses are a consequence of an alignment between the trademark and agencies. The key to the success of the trademark therefore depends on the excellence of all aspects of the marketing strategy, prepared by the agency for a contracting entity. In practice, this is usually simple to achieve by employing specialisation and participation among different agencies.

Trademarks with a clearly defined data marketing strategy and an insight into the needs of their consumers are able to use adapted activities to target consumers in a more comprehensive, efficient manner.

In my previous blog, I wrote about the meaning of user and consumer experience, focussing on digital consumer experience. In this blog, I’d like to point out the key myths and recommendations in order to design a better consumer experience.

As technology becomes more powerful, it is strongly altering buying behaviour and expectations of consumers. Instead of creating a user experience (UX), we are now focussing on designing a consumer experience (CX), based on creating experiences throughout the (digital) retail chain by exceeding expectations.