Back in 1995, Norman Mayne, the CEO of Dorothy Lane Market, knew he was creating a major stir when he was one of the first executives to start talking about "firing" customers.
Fire the Worst Customers: Dorothy Lane Market, Inc. - ' Club DLM '
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- At a Glance">
Club DLM
Since 1995
Focus Weed out the low spenders by focusing prizes and targeted savings
on the 30 percent of customers who supply 80 percent of profits
Members 71,500 households in 2002
Impact on Bottom Line Sales are $60 million, up from $38 million
in 1999—growth CEO Norman Mayne attributes largely to the creation and
strategic use of Club DLM
Key Technologies VRMS's MarketEXPERT XR, software, used to analyze
Club DLM data
Special Perks Free Thanksgiving turkeys, flowers for anniversaries,
cheese graters and $100 sauté pans for Christmas
