Olufsen

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Is Touchy-Feely Customer Research the Way to Go? March 23, 2006: Vol. 2, Issue No. 23 IN THE NEWS Best Buy thinks outside the big box In several concept stores located in the Midwest, Best Buy is gathering data about consumer behavior in retail outlets that are quite different from the "big box" stores normally associated with America's largest consumer electronics retailer. The new stores, with names like Eq-life, Studio d and Escape, are helping Best Buy understand how to improve the shopping experience of a new class of technology buyers. —Tom Krazit, C/Netnews.com, March 21, 2006 Brad Anderson is CEO of Best

Who are Bang & Olufsen buyers? In the mid-1990s, Bang & Olufsen began an aggressive campaign to expand its share of the audiophile market. When building a business, it's a good idea to (1) know who your customers are and (2) go where they are. At the time Bang & Olufsen was operating on the assumption that its typical buyer was a single professional male between the ages of 25 and 30 with an average income of $50,000. Wrong. For example, at the time we bought our first B&O rig, I was 42; when we bought the table model 15 years later I

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