chapter 6

Distribution: Deliver Delight


Seaman’s Furniture was on the brink of bankruptcy, but Jeffrey Seaman, grandson of the founder, paid off the debt by starting a chain of innovative furniture stores. Rooms-to-Go consistently delights its key customers with fast delivery, low prices, and a broad assortment of furniture.

Aesop describes how the consistency of the tortoise allowed him to win the race against the hare. He observes, “A naturally gifted man, through lack of application, is often beaten by a plodder.”

Distribution channels win the prize of customer loyalty by consistently delighting their key customers. Let us learn how Wal-Mart and other distributors delight their key customers.


Out With the Old, In With the ...

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