27 November 2000

Turning Transactions into Relationships

When experience and expertise are not enough

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Home Depot has challenged traditional retailing assumptions -- and, unlike any number of other retailers, it has achieved great success in doing so. The traditional retail marketing approach would contend that, since product inventories are essentially identical, meaningful differentiation among retailer brands must be built through price advantages or locational convenience -- or, on occasion, through both. But that's not how Home Depot achieved success, say founder managers Bernie Marcus and Arthur Blank. Low prices and accessibility were just the beginning.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

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