DeWese--Brand Loyalty Works In Printing, too
Each of their employees treats me as if he or she was Mom and Pop Genuardi themselves. Pop Genuardi, incidentally, founded the company with a pushcart that he personally propelled through the streets of Philadelphia. There are never any long lines at Genuardi's because they've got plenty of cashiers and folks who actually bag your groceries. When I've got two carts full of stuff, someone helps me take it to the car.
Sure, sure, Genuardi's is probably the most expensive grocery chain in the Philadelphia market, but you must understand that I'm getting smiling service. It's fun to shop there.
All of this eating has resulted in my requiring size 50 portly short suits. Oxford, Hickey Freeman and Brooks Brothers could care less about guys shaped like fireplugs. But, Burberry cares.
They've taken a real interest in my "special need." They make a complete line of "fire plug" suits, sport coats, top coats and, even, formal wear in a wide range of fabrics. So, I go to the fourth floor (the Big and Tall department) at Boyd's in Philadelphia to buy the uniforms I must wear in my profession. Boyd's cares about me and my special needs. They've provided me with a salesperson named Tony Sangantini who doesn't smirk when he sees me coming. Tony has never once said, "Harris, if you'd lose about 50 lbs., then you could buy suits in our "regular" department." Tony has a special sidekick, Nick (almost every tailor I ever met is named Nick), who fits and alters the clothing I buy. Boyd's and Burberry could conspire to raise the prices but I'd keep on buying.
Nick and Tony know my name and remember things about me. They make trying on suits a pleasure. I can select three suits in less than five minutes; it's the trying on for the fitting that I hate. As a matter of fact, I can buy almost anything in five minutes or less. People who have earned my loyalty have learned that I have some need, probably misguided, to make fast decisions.