Hug Your Customer Philosophy

Europa Star writes:

Jack Mitchell, CEO of Mitchells of Westport & Richards in Greenwich, California, USA, and author of best selling book “Hug Your Customer, The Proven Way to Personalize Sales and Achieve Astounding Results,” explains why customers are very important in any business.

The US$65 million third generational business is now run by his 7 sons and nephews. He explains, “We get to know each and every one of our customers individually, we know their birth dates, their anniversaries, and we let them know every chance we can, how much we appreciate them.”

He also explains how his sales associates, his tailors and his office staff go above and beyond what other retailers are doing. “They give out “hugs” both physical and emotional ones. It’s the little things from remembering a birthday to sending a personalized note of thanks from the CEO to sending an unexpected give like an orchid plant. By building personalized relationships, we have been able to expand our business,” added Mitchell.

“We know that we could not grow our business without the people who truly believe in our philosophy. We hire people who are honest and open, have positive attitudes, are competent and self confident, have passion and are genuinely nice people,” said Mitchell. “I know this sounds basic – but so many retailers don’t follow these rules.”

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