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Progressive Grocer
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Touch of class: Dorothy Lane Market's loyalty program blends high tech with high touch.
Publication:
Progressive Grocer
Publication Date: 15-MAY-05 |
Format: Online - approximately 1300 words
Delivery: Immediate Online Access |
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Article Excerpt
Dorothy Lane Market employs a sophisticated database management system to keep its loyalty marketing program as sharp as a tack. But the program's most unusual feature is how decidedly low-tech it is. Each year, c.e.o. Norman Mayne shows up at the homes of his top five customers, bearing flowers and offering warm thanks for their continued patronage. That's just the most extreme example of the many personal touches that technology allows Dorothy Lane to bestow on the members of its Club DLM.
That intimate attention might come in the form of a handwritten thank-you note, a members-only newsletter with recipes and new product updates, or a phone call to inquire if there's anything more the store can do. The Dayton, Ohio-based grocer's degree of doting rises in accordance with a member's status in Club DLM's spending hierarchy.
"Our top club member spent $42,000 last year," notes Amy Brinkmoeller, Dorothy Lane's MIS director. "Do you think giving her a discount coupon will really mean anything? But when our c.e.o, shows up with flowers, you bet that makes an impression."
The three-store independent is well known for trying to add a personal touch to everything it...
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