Tom Caporaso

Tom Caporaso

An expert in customer loyalty and retention, Clarus partners with brands to develop, implement and manage premium loyalty programs that are fully customizable based on their unique consumer’s needs. Tom’s expertise spans the e-commerce, grocery, retail and publishing industries and focuses on customer loyalty and consumer behavior.  He has been featured in NasdaqCNBCThe Wall Street JournalFortuneThe Next WebThe Washington Post and much more.

How GNC's Loyalty Program is Helping Turn Around the Business

In late 2016, GNC, one of the largest nutrition and supplements businesses in the country, made a bold move. With giants like Vitamin Shoppe and Wal-Mart cutting into its profit margins, GNC decided to close all 4,400 of its stores for a day and reset its pricing strategy, offering one simplified price across all channels…

Target’s Plans Highlight the Importance of an Omnichannel Strategy

Target recently announced that it will expand the functions and capabilities of its physical stores. As e-commerce continues to reshape the retail landscape, every legacy retailer has to adjust and adapt its strategies in order to attract and retain a sizable audience. Providing an optimal omnichannel experience for customers will soon be a prerequisite for…

An Amazon-PayPal Partnership Could Benefit Several Parties

The recent news about Amazon.com and PayPal discussing a partnership makes sense on several levels. Both companies possess valuable assets, and their alliance would likely benefit both companies here and abroad. However, the potential deal terms could also raise concerns, particularly but not exclusively among third-party sellers. Offering Amazon customers a PayPal option at checkout…

Prime Day 2016 Pits Amazon Against the Field

Amazon.com celebrated its 20th anniversary in 2015 by creating “Prime Day,” a shopping “holiday” that offered Prime members an ongoing series of deals over the 24 hours of July 15. Although much of the news that day focused on disappointed Prime Day shoppers, Amazon quickly declared victory — and rightly so, from its perspective. Amazon…

Mobile Shopping is Going to the Apps

Mobile commerce, a.k.a., m-commerce, is the fastest-growing shopping platform in the retail industry — faster, in fact, than the e-commerce platform did when it launched in the 1990s. Digital sales during the 2015 holiday season, for instance, rose 50 percent — two-and-a-half times the growth rate of online holiday sales overall.