Jonathan Tisch, chairman and CEO of Loews Hotels, says the most basic lesson he learned is applicable to all marketers in the business of attracting and keeping customers: Turn customers into guests.
Tisch recently published "Chocolates on the Pillow Aren't Enough" with co-writer Karl Weber.
The book salutes Urban Outfitters for harnessing "the power of welcome to attract
customers." The retailer, for example, doesn't limit its offerings to clothes. The managers start with what interests their customers and assembles a collection of items that will appeal, such as
furniture, jewelry, housewares and music.
To keep people interested, the look of a store is constantly tweaked with daily shipments of new merchandise and twice-monthly store
redesigns. Other organizations might want to consider fresh Web site content every week, a regularly updated newsletter or even a redesign of their logo. Tisch and Weber also offer short profiles of
Commerce Bank, In-N-Out Burger; and Duke University Medical Center.
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