John Paulo Cardoso

About John Paulo Cardoso

John Paulo believes that true design thinking brings meaning to the mass of needs, wants, ideas and perceptions, creating brand. ...

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Where loyalty becomes a part of corporate DNA

Branding Insights
One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder


Are points and travel miles cards the best way to spur customer loyalty? Or is there a better way by embedding a loyalty program in operations? Shoppers Drug Mart is about to find out. It has launched a new Shoppers Drug Mart Everyday App to build a stickier user community from its customer base. The app invites shoppers to gain real value by displaying online coupons at checkout, refilling prescriptions anytime, and creating a shopping list that customers can carry with them on their phone based on offers available at their preferred location.

To me, this is a different kind of loyalty program. Instead of being driven by collecting points or special promotions, Shoppers Drug Mart is building a trusted relationship with customers by designing programs intended to give customers ‘the most personalized health care experience possible.’ A well designed app can be a valuable extension of your brand at a time when in-store promotions and service offerings can be accessed on demand by anyone with a smartphone.

What’s more personal than that?

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Complicating Simple

Branding Insights
One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder


Today, JCP’s biggest challenge is to differentiate their brand from Walmart and Target who offer a unique, well defined value proposition. For JCP, providing simple shopping solutions to the daily schedules and financial pressures of family life, strikes me as both a strong and relevant brand platform to build on.

JC Penney CEO, Ron Johnson, has done this before — making retail success look simple during his time at Target and leading the wildly successful Apple store launch. Johnson is now behind the recent introduction of the JC Penney (JCP) “Fair and Square” pricing strategy. By offering fewer sales and simplified pricing, JCP is striving to make the shopping experience simpler and more predictable for its customers.

While good brands should simplify the purchasing decision for the customer, if they can’t find their way through JCP’s three different pricing offers ‘Everyday’ low, ‘Monthly Value’ discounts and ‘Best Price’ clearance deals, simple may turn out to be just too complicated.

“No games. No gimmicks” just remember to shop the first Friday of April? I think.

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Best Buy in a Small Box

Branding Insights
One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder


On March 30th the roll out of Best Buy Express automated kiosks took off from Toronto’s Pearson airport. The new small box format will offer more than 60 product skus at prices consistent with their in-store and online pricing and promotions.

In 1958 ‘self-service’ in supermarkets and variety stores was on the rise and TIME magazine reported on a new merchandising pseudo science named impulse buying. Presenting a small selection of your most desired products in a well branded display makes the purchase decision easy for the customer. So easy in fact that they may not even realize why their buying your product. This format interrupts the consumer’s logical buying behaviour and replaces it with an irrational moment of self gratification.

General Manager of Retail for the GTAA, Janine Gervais, noted that “Many of our guests are moving through the airport quickly and are looking for efficient shopping options. The Best Buy Express kiosks will fill that need for these guests.”

iPods departing hourly.

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