Page 0067

Page 66 MAY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

L.L. Bean puts it

all together - both

doing their homework

on what the

customer wants

and needs are, as

well as how to fulfill

those needs in

every way. They

succeed because they are masters at both pointof-encounter

marketing as well as at direct mail

sophistication. L.L. Bean prepares state of the

art customer history and profiles from its own

data research and from secondary sources such

as credit card data bases and list profiles. Its offers,

while highly targeted, are also always in

keeping with the quality service and sales excellence standards

it has set and the customer

has come to expect.

Does it work? L.L. Bean has one of the most

loyal customer bases of any business in the

world. Its repeat factors are very high and customer satisfaction

ratings are at the top of not

only retailers, but almost all businesses. Moreover,

it works to perpetuate itself through extensive

word of mouth. Loud Mouth Larries

can be found in every city willing to bend your

ear about L.L. Bean. Even an Important Irving

won't hesitate to reveal his gear which came

from L.L. Bean. L.L. Bean is bog business at its

best - being small and personal to the customer.

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