Actionable Marketing Guide Newsletter
Published: Mon, 07/25/16
actionable marketing guide
Dear , I hope you’re enjoying your summer. My husband and I are back from our vacation in Paris. No matter how long you spend in Paris, it’s never long enough. (I should know. I lived in Paris for a year.) Paris is special. Everything in Paris has a heightened appeal to all of your senses. The best hoteliers, restaurateurs and merchants know how to use this to provide a memorable experience. They know a good experience translates to social media gold. In turn this yields word of mouth that drives people to visit and spend. Each purchase in Paris is a special experience. Unlike TJ Maxx or Marshalls where a cashier scans your items and shoves them into a plastic bag. In Paris, the sales person carefully folds your purchase and wraps it in tissue paper. Then he places it into a high quality, thick paper shopping bag. You leave with the bag dangling from a beautiful cord. You proudly announce you’ve made a purchase. Yet sales in Paris are regulated. Retailers can only discount product in January and July. Despite this, Galleries Lafayette in the heart of the shopping district has established itself as the shopping destination for travelers. Yes, the main building’s spectacular dome is well worth the visit.
Less known is the free, must-see view of Sacré Coeur from the ladies room on the 5th floor. (Yes, I made my husband go in to see it.)
More importantly, Galleries Lafayette knows their target customer: people who come to Paris to buy. They’re shoppers ready to open their wallets and spend big. Unlike most Parisian stores, Galleries Lafayette is open Sundays. Translation: No competition. For years, Galleries Lafayette has
distributed free tourist maps spotlighting store locations to hotels and airports. Content marketing at its best. Information every tourist needs, keeps and checks constantly during their visit.
In addition to the 10% discount card available on some of their maps, every Galleries Lafayette salesperson can explain the detaxe, a 12% rebate for non-EU travelers. Like US department stores, Galleries Lafayette is a collection of small, co-located boutiques. My husband and I experienced it like a museum. We had fun trying on top designer clothes. (Here’s a photo of me in Chloe’s 2016 winter coat. It’s a steal at about 3,000 euros less the detaxe!) Take a page from Galleries Lafayette’s marketing playbook. Ask yourself how do I make my business stand out for the long-term. The challenge, especially if you’re located in the U.S., is creating long-term marketing plans. You must be ready for the new, new thing. Happy marketing, Actionable Marketing Guide |
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P.S: If you enjoy reading this email newsletter, perhaps there’s a friend or colleague that you’d like to recommend us to? Please send them this link to our email signup page. http://heidicohen.com/subscribe-to-actionable-marketing-newsletter/ Photos of Galleries Lafayette & Heidi Cohen by Larry Aronson; photo of Sacré Coeur by Heidi Cohen – All rights reserved.
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