DW's Blog

Know Your Customers

by DW Green — March 7, 2018

The times, they are a-changin’.

Dorothy Lane Market in Dayton Ohio is one of my favorite companies. They are an excellent retailer, one of the very best in America. It’s an honor to know them. I hold the entire organization in high esteem. In fact, they are celebrating their 70^th Anniversary this year, which in itself, speaks to their enduring ability to maintain relevancy in the ever changing, fast paced supermarket industry. Dorothy Lane is a premier leader in customer loyalty marketing. They have stayed the course and have improved and deepened their knowledge and expertise in rewarding, valuing and understanding their best customers. Being relevant in the marketplace is huge for any business. But knowing and doing are two different things. Staying relevant means acknowledging past successes and failures but leaving them in the past and focusing on the present. What do my customers want and need today? And how can we better satisfy those desires today?

In this week’s “Club Deals” email blast Dorothy Lane features their “Rainbow Roll”, 9 count package for $10.99. Their Rainbow Roll “uses a California base of krab, cucumber, and avocadoes topped with tuna, salmon, red snapper, shrimp, and more avocado for a colorful display that tastes as good as it looks.” The email blast also features Asian Beef Stew and Mint Madness Torte. A collection of items you wouldn’t find in a typical supermarket ad. But Dorothy Lane knows their customers and provides them with savings on items they like best. Ads that featured 39¢lb. Fryer Parts in 1948 replaced with Rainbow Rolls for $10.99 in 2018!

Yep, The times, they are a-changin’, Bob Dylan 1964.