Afterthought: The wisdom of the cherry tree [ECR Journal Vol. 7, No. 2., Autumn 2007]

ECR Journal 2010.09.20

Publication Date: 2007
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Michael Braungart

by Michael Braungart

Two assumptions lie at the heart of many supposedly "green" policies:

1. industry is bad and we need to make it less bad


2. consumption is bad and we need to do less of it

These assumptions turn the quest for sustainability into something entirely negative:damage limitation and guilt reduction.

But sustainability can and should be a positive quest: a celebration of the joys of consumption and an opportunity for innovation and growth as well as a determination to eliminate waste and maintain the quality and level of available resources.

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Afterthought: Marketing's missing metrics [ECR Journal Vol. 8, No.1, Autumn 2008]

ECR Journal 2010.09.20

Publication Date: 2008
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Alan Mitchell

A different - consumer - perspective on measures of marketing effectiveness and accountability points to a new marketing research agenda.
Marketing's quest to demonstrate and improve financial accountability has reached a crescendo over the past few years.


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To me it’s a factory. To you it’s a store [ECR Journal Vol. 4, No. 2, Winter 2004]

ECR Journal 2010.09.15

Publication Date: 2004
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Marshall Fisher

by Marshall Fisher

Applying simple rules like ‘make problems obvious and visible’ and ‘involve people in problem solving’ can transform retailers’ performance. But ‘simple’ is not the same as ‘easy’.

"Did you find what you were looking for?"  This is the most common question I'm asked at checkout, and many retailers have told me it is the primary question they look at on customer satisfaction surveys.
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ECR ten years’, on: is the job done? [ECR Journal Vol. 4, No. 2, Winter 2004]

ECR Journal 2010.09.15

Publication Date: 2004
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Raoul Hasselgren

by Raoul Hasselgren

The European ECR movement is now ten years old. An ECR veteran asks: Has it achieved its goals? What are its strengths and weaknesses? And what should it do next?

Some 10 years ago AIM (Association des Industries de Marque - European Brands Association) in Brussels started some discussions with their members regarding the question if Europe should hang on the American development of ECR.
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What should an Internet store look like? [ECR Journal Vol. 4, No. 2, Winter 2004]

ECR Journal 2010.09.15

Publication Date: 2004
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Adam P. Vrechopoulos

by Adam P. Vrechopoulos

Every retailer knows store layouts can dramatically affect both sales and consumer satisfaction. But what is the ideal ‘store layout’ for a virtual store? And what are the trade-offs?

Researchers have shown that web site design is a major influence on perceived convenience, time spent on a web site and overall traffic and sales levels. Conventional retailers design their stores in ways that produce specific emotional effects to buyers, which in return influence their behaviour. The question is, what is the ideal design for an Internet grocery retailer?

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Taste, senses and sensibility [ECR Journal Vol. 4, No. 2, Winter 2004]

ECR Journal 2010.09.15

Publication Date: 2004
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Article
Publisher: n/a
Companies involved: n/a
Author: Monika Schröder

by Monika Schröder
How do you convey the quality of a food product without misleading consumers? With so many cues available, marketers have lots to play with - and many ways to get it wrong.
Consumers invest activities surrounding food, whether purchasing, preparing or eating it, with meaning far beyond mere sustenance. Successfully communicating food-related - quality and related consumer value - can help maximise the benefits consumers get from their food.
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