How Stew Leonard's builds and sustains relationships in retailing
Stew Leonard's is a four-store supermarket chain (as of 2004) with units in Connecticut and New York. It has been featured in Tom Peter's best - selling book, a Passion for Excellence. Each square foot of selling space yields over $ 2,500 in sales; that's probably the highest figure of any retail store in the country and about seven times higher than the average supermarket.
Stew Leonard's bases its store strategy on "retailtainment" and on building and maintaining customer relationships. Supermarket executives have flown in from as as far away as Japan to see what makes Stew Leonard's a "mecca of merchandising." One of Stew Leonard's tactics is to make each of its stores as exciting as possible for shoppers of all ages - by having everything from an animal petting zoo and tours of an in-house dairy for children to selling adult cashmere sweaters valued at $149 for $49.
The retailer's shopper relationships are built on the concept
that the "Customer is Always Right." carved into 6 foot high, 6,000-pound
boulders at the entrance to the firm's Norwalk and Danbury, Connecticut, stores
are two rules: "Rule 1: The customer is always right. Rule 2: If the customer is
wrong, reread Rule 1." Stew Leonard's really prides itself on its customer
service. In one instance, a store manager dropped of a free package of chicken
breasts at a customer's home after getting a note in the firm's suggestion box
complaining that the outlet was sold out.
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Translation in Indonesian language: Bagaimana Stew Leonard's Membangun Hubungan Dalam Usaha Retailnya
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