Friday’s Wall Street Journal offered article that clearly (and colorfully) demonstrated an inescapable truth: your customers expect products and services that honor their unique preferences. Red Gold, the largest U.S. producer of canned tomatoes, organizes their products under regional sub-brands with specific ingredients designed to reflect the tastes of their customers. Crushed tomatoes with basil for the Northeast, diced tomatoes for Southern Florida and the Midwest and diced tomatoes with green chilies for the Southwest. Different label designs, different brand identities, very different flavors.
It’s a funny example and one that forced me to consider my own preferences (green chilies? No thank you). But the deeper lesson is no laughing matter. Red Gold has found success through listening to and learning from their customers and delivering a product that is tailored to their preferences. Good for them and thanks to Sarah Nussauer at WSJ for the interesting report.
About the Author:
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
Labels: custexp, customer experience, MyPreferences, opt down, opt in, possiblenow, preferences, wall street journal, wsj