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E-commerce and the pandemic have disrupted brick-and-mortar retail, but new research shows an opportunity for culturally rich brands to leverage in-person shopping to build loyalty. When it comes to items like high-end watches, wine, and designer clothes, customers still want shops where they can immerse themselves in a brand's culture and learn more from knowledgeable employees. The authors discuss winners and losers in traditional retail and how stores might transform to meet customer needs.

Customer relationships can evolve through four stages -they can be transactional, transitional, communal, or damaged. Understanding each of these stages, using them to classify customer relationships, and tailoring CRM efforts accordingly can enable your company to better deploy its limited CRM dollars. Not all outreach efforts work equally well in all stages of a relationship. And without this kind of tailoring, you're likely wasting some of your CRM budget.