Direct Marketing-Case- Cheryl&Co.

Summary

Cherly&Co is a best example of a direct marketing implications which also includes marketing research, database development ,customer relationship management, measurability and accountability and furthermore the multi-channel distribution. Cherly&Co along with her college mate started her business with the idea of selling cookies to the target market with a old fashioned cookie recipe which she inherited from her grandmother. With her creativity, passion and civic duty the small retail shop soon turned out to be a multi-million dollar business with the mission “to be the best gourmet food and gift company ever” . The company first started their business investing $ 40,000 and opening a single retail shop and soon began to expand their product line from cookies to brownies, pies and cakes.

Cherly&Co from the beginning focused on the giving the highest priority to the customers by building and maintaining customer relationship along with CSR activities such as involvement with cancer research, make a wish products gave them a competitive advantage over others competitors despite the highly competitive market for business.

Chery & Co later merged with 1-800-Flowers.com which is an enterprise with individually branded companies. As Cherly&Co merged with the company they also availed the opportunity to access the database of new customers across the entire 1-800-Flowers.com enterprise which allowed them to build new customer relationships. They keep the information in a central database which keeps a record of all the customs who makes even a simple query at 1-800-flowers.com or makes a purchase at Cherly&Co. Cherly&Co started building and maintaining customer relationship by providing special offer and benefits presented as “surprise and delight” to the preferred customers which originally was generated by the customer database. The special offers were directly communicated through mail or e-mail communication. They have a very sophisticated and...