Being customer focused really works!

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We as marketers always try to secure  the customer at the center of our universe.   We learned this basic truth from early years as marketers but often times we stray from that guiding principal.  We get distracted by product development, product innovation, chasing that next shiny object and the buzz we can get out of technology.  All these distractions keep us away from the customers needs and wants.

Harry & David is a leading purveyor of premium gift baskets of food & beverage.How do we stay centered with our customers?  Turn your passion centered on your customers.   Well known retailer of fruit and gourmet gifts for many years, Harry &  David has been reborn from bankruptcy with a customer centric marketing strategy built on these three keys.

1. Organize your strategic planning around a customer view: illuminate the pathway to customer success, drive balanced scorecard metrics, guide board-level /financial disclosure and force you to think from a multi year perspective.

2. Segment your customers for more meaningful relationships: drive value to the company and customers focusing on the customer conversation, the promotional strategy and resources.

3. Measure the effectiveness of marketing programs over time: focus on long-term growth via customer nurturing, measures marketing's effectiveness versus spending and lay the foundation for developing loyalty strategies.

On October 23rd, 2013, Paul Lazorisak from Harry & David was interviewed on how analytics drives a three-step loop of strategy setting, campaign execution and marketing accountability, which is accelerating the direct marketer’s customer growth at the  SAS Premier Business Leadership Conference in Orlando, Florida.  In addition, Harry & David was featured in a  conclusions paper titled "From Growing Pears to Growing Connections" going into futher detail on the marketing strategies at Harry & David.  Check out how this retailer is driving profitability through a customer centric strategy.

Thanks for following me! You can also find me on Twitter at @jfhartwig or on LinkedIn.

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About Author

Jim Hiepler-Hartwig

Senior Marketing Specialist

I am a senior field marketer for Customer Intelligence at SAS, and I am excited to be a part of marketing’s evolution from primarily an art form to a mix of art & science. My experience spans outside sales, sales management and marketing so I share perspectives from both sides of the fence. I also worked for other major software companies throughout my career. I feel that there is no better time to be in Marketing! It is so dynamic and ever changing making it the best place to be in a career. I make it a point to learn something new every day! I live, work, and play as a native of Chicago so you can call me a “City Boy” anytime. I enjoy camping, church leadership, community work, dogs, exercise, music, nurturing our youth, traveling and volunteering. I live by the FISH philosophy- Be There; Make Their Day; Play; and Choose Your Attitude. I strive to make this world a better place for generations to come. Thanks for following me! You can also find me on Twitter at @jfhartwig or LinkedIn at http://www.linkedin.com/pub/jim-hiepler-hartwig/1/baa/225 .

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