One Customer at a Time

Master, Melissa
August 2005
Convenience Store News;8/8/2005, Vol. 41 Issue 10, p33
Trade Publication
This article presents views of John Matthews, founder and president of Gray Cat Enterprises, on the future of convenience stores, during his presentation at the Future Forum conducted by the periodical "Convenience Store News." In his presentation, "Building Relevant Brands That Customers Value," Matthews provided an overview of traditional branding, which incorporates elements familiar to any retailer--trying to develop a brand that customers can identify and advertising that brand to a mass audience by casting a large net. Traditional branding still has its place in retail, since companies must be able to communicate to the world who they are. But with a finite amount of marketing dollars, Matthews proposes, customer-centric branding is both more cost-effective and more effective overall.


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