Magazine article Marketing

Editor's Comment: Honesty Is the Next Policy

Magazine article Marketing

Editor's Comment: Honesty Is the Next Policy

Article excerpt

Asda chief executive Andy Bond has a fresh focus on tuning into his customers' wisdom.

First, he will widen his shopper panel and give a cash reward for a customer idea that is put into practice. He is also giving consumers unprecedented access to his brand, setting up webcams streaming live images, including some from his head office.

Bond says this open-door strategy is in reaction to what he terms as 'democratic consumerism', driven by the digital explosion and hammered home by a lack of consumer trust. He might just be right. A one-way communication with your customer is starting to look like a thing of the past.

Interacting closely with consumers is nothing new, but it has rarely been the strong suit of big brands like Asda. There are plenty of smaller companies that have been engaging in successful dialogues with their customers for years, and reaping the awards. A prime example is kitchenware retailer Lakeland, based in Cumbria. While its catalogues are essential reading for those with unrequited domestic goddess aspirations, one reason this family company is so successful is because it has never abandoned its core principle of having an open dialogue with its customers. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.