The New Vanguard
To further encourage customers to order online, Bader introduced a points-based loyalty program called Home and Gifts. Customers receive two points for every dollar spent online, which can be redeemed for kitchen-related merchandise. Offline customers earn one point for every dollar spent.
The project most near and dear to Bader’s heart, however, is Impromptu Gourmet, a gourmet line that targets a new market for Schwan’s: urban individuals age 25 to 50 who earn an average of $100,000 or more. It also marks Schwan’s entry into the incentive market. According to Bader, the company saw an opportunity “to reach customers with a brand that really can be used for gifting, whether it was personal or corporate, and also something that was more of a fine dining experience.”
To better launch new brands such as Impromptu Gourmet or add new sales channels like corporate sales, Bader implemented a service-oriented architecture that allows Schwan’s to flow sales from many different channels into a common back end. Bader says the company needed “a platform that would allow us to grow into new markets without having to go back to the drawing board each time and create a new system for a new idea.”
Bader also believes in listening and responding to his customers. Prompted by customer requests, Schwan’s recently introduced Impromptu Gourmet’s “design your own meal” experience that allows recipients to select each item for a three-course meal complete with dinner music and a wine recommendation.—LYL
The Sustainability Champion
Meta Brophy, Associate Director, Publishing Operations, Consumers Union
Sustainability has a double meaning for Meta Brophy, associate director, publishing operations for Consumers Union, the watchdog, nonprofit testing and information firm. In working with the company’s marketing department, she devises strategies to meet the primary corporate goal, to “increase our subscriber base across all products,” with the secondary challenges of cost-efficiency and environment-friendly sourcing.