When Rob DeMartini, President and Chief Executive Officer, New Balance, Inc. walks into any of his company’s stores, he wants customers to see a consistent appearance and message.
“We’re a sporting goods and athletic brand that historically has created great products,” DeMartini told Loyalty360. “We’re thinking about the detail of choreographing that customer relationship. When we look at what we were doing in this regard from 2008-10, it’s not very good, not very compelling. We’ve started....