It is time for a new perspective on the customer.
What if the biggest challenge is not that the customer has changed, but our unwillingness to change the way we look at them? Maybe a discount is no longer enough. Maybe digitalization by itself does not mean progress. Maybe a shopping center is not just a place of sales, but a place of relationships, experiences, and trust.
This issue opens the question of a change in perspective: how do we move from a world of transactions to a world of understanding the customer? How do we use technology not to create more noise, but more meaning? And how do we build an offer we stand behind so firmly that we are not selling the customer a promise, but certainty?
It is time to look beyond discounts, beyond established models, and beyond traditional sales. That is where new horizons begin.
Mila Triller
Newsletter Editor
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A VIP club is not a loyalty programme. It is a decision to understand the customer better
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Loyalty is not built by a card, an app or a discount. It is built by the feeling that a company does not treat the customer as a number in a database, but as a person with a reason, a habit and an expectation. That is why true digitalisation does not begin with a system, but with the question of whether we even know what kind of relationship we want to build with the customer.
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Are You Offering the Right Guarantee?
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Imagine the following scenario. You walk into a store, and the salesperson offers you a choice between two televisions. The first comes with only one week of warranty, while the second comes with a guarantee so unconditional and long-lasting that even your grandson could return the same television without questions asked – let’s say, 60 years from now.
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Yin and Yang of the Shopping Center
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I will dedicate this text to shopping centres. Because the other day, through a twist of fate, I spent some time in one. To be honest – I avoid them. There is always too much of everything for me there.
Too much light, too much noise, too many scents that are not real, too many artificial materials – too much artificial everything, really.
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„You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it."
— Steve Jobs, Apple WWDC 1997
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Insights into digital transformation and its impact on business, work, and daily life — with the human in mind. The focus is on smart digital solutions, balance in the digital world, health, and conscious use of technology. Stay up to date with trends.
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You received this newsletter because you have been in contact with us or subscribed to it. Images in the newsletter are illustrative, obtained from publicly available sources or used with permission and may be partially adapted using artificial intelligence.
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