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Creating a Relevant Customer Experience

Author: Doug Rauch

The Independent View

Doug Rauch

Creating a Relevant Customer Experience  

 April 2, 2013 


The IGA Global Rally in Chicago is just around the corner; look to The Independent View this week to learn more about the speakers in the Global Rally lineup. Today, Doug Rauch, former president of Trader Joe's, elaborates on his session, which focuses on creating a culture of customer focus that helps you stay relevant in an ever- changing marketplace.

Even in an industry as traditional as retail grocery the adage "adapt or die" holds true. The grocery industry today faces challenges from big box retailers around the world moving into the food space, a growing internet presence through Amazon and others, and here in the USA, the national emergence of chains like Whole Foods and Trader Joe's. How do IGA retailers continue to thrive in this environment?

Peter Drucker, the father of modern management theory, stated that the purpose of a business is to create and keep a customer. And today, that's becoming harder than ever. Just having the right location, product selection, marketing and employees isn't enough. It's a great start, but frankly, most of your competitors all have these as well. Today, you need to create a genuine customer experience that builds a unique relationship.

In the last several decades we've moved from the product and consumer era of marketing into the relationship era. And at the IGA Global Rally, we'll explore what can keep your customers coming to you as their first and favorite choice.

We'll be looking at how great food retailers today create relevant customer experiences that continue to exceed their customer's expectations. Instead of relying upon tangible metrics of "Big Data" to build relationships with their customer, they are winning through the intangibles of context, values, and a culture of customer focus.

In this session we'll explore how:

  • Trader Joe's recreated private label as a means of differentiation
  • They built an innovative brand that created raving fans for customers
  • Learn why culture is the most power asset you have
  • To stop wasting your advertising dollars, and invest in what really matters
  • You can create great customer experiences to stay relevant
  • To find new ways to connect, and stay in touch with the changing needs of your customers

I'm looking forward to sharing these insights with you in Chicago!


Doug Rauch