After reading Jordanâs Furniture (below), and based on your readings from our textbook, write a 300-400 word essay in which you address the following questions:Customers have expectations of the businesses that they patronize. What expectations would someone entering a Jordanâs Furniture store for the first time likely have?What expectations would a loyal, repeat customer of Jordanâs Furniture likely have?Sometimes companies approach customer relationship management differently for new customers than they do for loyal, repeat customers. Does Jordanâs approach to customer relationship management differentiate between new customers and loyal customers? Explain your answer.The paper must be researched using at least two scholarly or professional marketing resources, as well as the textbook. The references must be cited and properly placed on the reference page using APA formatting. Jordanâs FurnitureFounded in 1918 and known as One Acquisition, Inc. until 1999, Jordanâs Furniture Company operates several furniture retail outlets in the Greater Boston area. Jordanâs, which is based in East Taunton, Massachusetts, also has stores in Avon, Natick, and Reading, Massachusetts as well as in Nashua, New Hampshire. The company is opening another location in Warwick, Rhode Island in the autumn of 2011.[1]Jordanâs is not a run-of-the-mill furniture store. Yes, it sells furniture for living rooms, bedrooms, kidâs rooms, and home offices, as well as formal and casual dining furniture, area rugs, and sleep surfaces. But Jordanâs furniture is very different in terms of the experiences provided to its customers.At the Avon store, for example, potential customers are lured in with the Laser Imagination Theater Experience (LITE) and the Motion Odyssey Movie (MOM).[2] The Laser Imagination Theater Experience is a âhigh-energy laser light show set to the rock songs of Boston.â[3] Jordanâs touts this as âan amazing, one-of-a-kind soundtrack with high-powered, solid-state laser and Hollywood-style special effects.â[4] The Motion Odyssey Movie features Yogi Bear and his faithful pal Boo-Boo, voiced respectively by Dan Aykroyd and Justin Timberlake, in a zany new 4-D Ride adventure that places patrons in the middle of the fun of swiping picnic baskets.[5]A different customer experience is provided in the Natick, Massachusetts store, which is designed to resemble Bourbon Street in New Orleans. Customers are made to feel as though they are walking through the French Quarter, and âthereâs even a 9-minute Mardi Gras FX show, complete with interactive animatronics and a full-sized riverboat.â[6] Along Bourbon Street is âa fun little ice cream standâ named a Streetcar Named Dessert; it is a full-sized trolley carfrom which Jordanâs sells all sorts of tasty treats.[7] Proceeds from the Streetcar Named Dessert ice cream wagon have been donated to a number of local and national charitable organizations, including: Big Brothers/Big Sisters of Southwest Middlesex, Boys and Girls Clubs of Metro West, Project Bread, the National Multiple Sclerosis Society, and the United Way.[8]The Jordanâs Furniture store in Reading ¼ is home to Beantown, a replica of Downtown Boston made up of nearly twenty-five million Jelly Belly jelly beans. Beantown in Reading includes such Boston-themed attractions as Fenwayâs Green Monster, the old Sweet House, the âBig Digâ ice cream shop, the Lenny Zakim Bridge, and a Liquid Fireworks show.â[9] The Reading store also has a Trapeze Style New York (TSNY), where people can take trapeze lessons.[10]These are only a few examples of the varied, exciting experiences awaiting Jordanâs customers. The fun experiences draw people in ¾ and many of them end up making furniture purchases. And of those making furniture purchases, many become repeat customers.Jordanâs takes other unique ¾ some might even say bizarre ¾ approaches to stimulating sales. For instance, in the spring of 2007, Jordanâs âattracted the attention of New England [baseball] fans, media, and sport marketers with an innovative promotion entitled âJordanâs Monster Deal.â In television commercials, [Barry Tatelman, Jordanâs CEO and president,] ¼ enthusiastically announced: âEVERY Sofa, EVERY Sectional, EVERY Dining Table, EVERY Bed, EVERY Mattress … can be YOURS FREE if the Red Sox win the World Championship in 2007â.â[11] Customers who purchased sofas, dining tables, beds or mattressesfrom Jordanâs between March 7, 2007 and April 16, 2007 and who took delivery prior to the date of the 2007 All-Star Game, would be eligible for a full refund if the Boston Red Sox won the2007 World Series.[12] The Boston Red Sox swept the Colorado Rockies in four games, and Jordanâs paid off ¾ backed by insurance, of course.[13]In the following year, Jordanâs offered a similar promotion, though with more rigorous requirements: the promotion period was eight days shorter than in 2007 and the Red Sox had to win the first four games of the World Series.[14]The red Sox did not make it to the World Series in 2008.So, what is the impact of all these entertaining, engaging, fun ¾ even seemingly bizarre ¾ approaches to creating a total customer experience? Jordanâs has one of the highest furniture sales per square foot in America.[15]SOURCE: This case was written for this textbook by Michael K. McCuddy, The Louis S. and Mary L. Morgal Chair of Christian Business Ethics and Professor of Management, College of Business Administration, Valparaiso University. © 2013 Cengage Learning.
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