This meant Larry’s could not only adjust inventories to what-the-customer-wanted but also easily fill mail christian shoes from their customers’ database. Now they could also offer gifts for the wife/girlfriend who would call or come in for a gift.
They do not take their huge mailing list and send everything to everybody. Their biggest catalog only goes to half the list. The next catalog mailing also goes to half-but the halfnot-previously-mailed.
All mailings are not this giantsized. Each employee has Christian Pumps cards, thank you notes, birthday cards to mail to their customers (yes, Larry’s pays the postage). The company feels thank-you cards to every customer are mandatory. And use the lists of your personal customers to let them know of a sale before Christian Sandals else knows. And how about when new styles come in from a brand the customer likes. Shouldn’t the customer be told. Oh, yes….
Larry’s uses other basic direct marketing techniques, including the everpopular Guarantee. But theirs is different. Not simply the “take it home and if you’re not happy, bring it back” guarantee. Theirs is a 30-day Walk Test Guarantee emphasized in big posters in the store. Here’s what it says:
“Larry’s (provides) a free 30 day walk test. Wear Larry’s shoes for 30 days and if you are not completely satisfied, for any reason, return them for another pair, a gift certificate or a full louboutin Shoes.”