Commercial Intimacy
Not that long ago this was an oxymoron
To be commercial and also to build intimacy – a rich experience, a trusting relationship, one that is always on and always with you – yeah right. A nice notion but for most businesses this was a pipedream, and the cost didn’t really seem that easy to justify the effort. Alongside that, for most customers it was too suffocating – and required a commitment many were less than keen to sign up to. Now – most of that has changed. We believe that commercial intimacy – the approach to serving the viable niche of one – is the context within which we all need to operate in from here on out. We believe the foundation for that will be understanding the trends in economic, societal and demographic change that when married with technology and a consumer power shift define a new way of doing business and providing value to customers.
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Commercial Intimacy
The two faces of retail
Retail is highly competitive, so its got to be very clear just what benefits a customer focused, multi channel strategy can offer before anyone is going to invest. The evolution in creating value in retail is lead by efficiency, followed by intelligence, and then intimacy. Value innovation around customer intimacy is about “managing consumer relationships by ‘customerising’ the interface and interaction with individual consumers”. In simple terms that means putting the power in the hands of your customers to shop how and when they like. Do that and they will reward you handsomely.
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What Is Open
Open is a forum for exploring Commercial Intimacy – by looking at what’s evolving in the worlds of consumers, and where this is both challenging and liberating for business.
Open’s goal is to examine trends, issues and innovation, plus be a forum for discussion within the broader topic of Commercial Intimacy.
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Who Is DNA?
DNA is 55+ people, 4 disciplines, 2 locations, 21 years old and always curious.
We are insight-led, we question and challenge until we get to the heart of what will deliver the most intimate experiences for your customers in the most valuable and sustainable way for your business.
We have expertise in research, strategy, digital, retail, brand, product development, integrated marketing and internal and external communications. We design great brands; create innovative digital and interactive solutions, retail experiences to take customer intimacy and engagement to new levels – all of which we view within the context of Commercial intimacy.
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