Page 543 - Foundations of Marketing

510 Part 6 | Promotion Decisions

Murray’s cheeses as well as take classes or attend its Cheese Thorpe, vice president of Murray’s Cheese. By establishing
U boot camp to learn about cheese. Although Murray’s has this unique experience, Murray’s learns what customers are
extended its product line to include gourmet meats, crack- looking for and often succeeds in getting them to purchase
ers, jam, chocolate, olives, pickles, and dried fruit, cheese more products at once and make repeat purchases.
remains its core product. In fact, Murray’s Cheese has been This positive customer environment is what Murray’s
voted by Forbes as “the best cheese shop.” The company also Cheese hopes is bringing to Kroger. Those Kroger employees
received a very high rating for service in Zagat’s 2011 New who sell Murray’s cheeses undergo extensive training before-
York City Food Lover’s Guide. hand. Murray’s even created a 300 - page cheese service guide
Murray’s success prompted Kroger to seek it out as a for these recruits. Kroger customers seem to appreciate the
partner in its supermarkets. Murray’s Cheese shops can now more attentive customer service they receive in these Murray-
be found in different Kroger supermarkets throughout the branded shops. In a pilot program where three Murray’s
country. The cost that Murray’s Cheese spent on advertising Cheese shops replaced Kroger cheese departments, sales
to become so successful: zero dollars. Instead of advertising, increased 50 to 100 percent. It was such a success that, under
the company relies on in-store salespersons providing cus- the new partnership, Murray’s Cheese now has Murray’s
tomer service and creating positive word-of-mouth commu- shops in more than 60 Kroger supermarkets.
nication to promote and secure its reputation. Personal selling does not always have to be about trav-
When training its cheesemongers, the company recruits eling throughout sales territories, calling on prospects.
those who are passionate about both cheese and people. The Murray’s in-store cheesemongers make and close sales doing
company sets qualifications before beginning the recruiting what they do best: educating customers and sharing the gour-
process and identifies a set of traits characterizing effective met cheese experience. With Kroger’s success at promo-
salespeople who could become cheesemongers. All custom- tion and Murray’s strengths in personal selling, it looks to
ers who enter Murray’s Greenwich Village store get to taste be a win-win situation for both partners. Murray’s motivated
free samples of cheese before they buy it. This sampling cre- cheesemongers help to satisfy the needs of their customers
48
ates an image of Murray’s Cheese as a customer-friendly and achieve personal goals.
company.
Customer relationships are so integral to Murray’s that its Questions for Discussion
cheesemongers taste the cheese with the customers. In this 1. How would you explain the sales presentation that is
way, Murray’s in-store sales force educates themselves about most effective for selling Murray’s cheese products?
the cheeses they are selling and creates a valuable experience 2. How would you apply the concept of relationship selling
where the customer feels appreciated. “It’s about sharing to building long-term customers at Murray’s Cheese?
that knowledge and helping people have an experience that 3. Do you think that Murray’s Cheese salespeople need
they wouldn’t have been able to have on their own,” said Liz extensive motivation and training?

NOTES

1 6
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“Generating Leads via Social CRM: Early Best
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2
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Strategy Making across the Sales-Marketing
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