Chapter 17 · Personal Selling and Sales Management

As Coach enters the market as a lifestyle brand, the company needs to maintain its base of loyal customers more than ever before. With the latest advertising campaign being the first to feature all Coach products, the company needs to continue to entice consumers with their products. The way that Coach hopes to accomplish this is  through various promotional methods as well as by strengthening their relationship with existing customers and building one with potential ones.

In order to keep costumes coming back for more, Coach not only continues to offer affordable luxury goods, but they also offer free shipping for to those who spend $150 dollars or more when shopping on their website. As mentioned in a post for chapter 2, the company offers discounts of up to 25% off to "Preferred Customers" and even provide a discount code for a friend in an elegant envelope they send to your address. Also mentioned in the post is that Coach surveys how well a product will do within it's target market before making it available for sale. This increases the company's image in the sense that they care about what products they are putting out there and want to provide customers with products that will satisfy both needs and wants.

At Coach, Global Corporate Merchants need to "have a deep understanding of our customers, past product sales, current market trends and Coach's classic, modern American style. They use this knowledge to work collaboratively with Design, Operations and Coach's different business units to help build fashionable product lines that appeal to our customers."

Coach focuses on the needs of their customers, and employees participate in a development program that allows them to better:

• Commit to internal and external customer service
• Understand customer priorities
• Build customer relationships through trust and respect
• Lead others to exceed customer expectations

The third bullet point relates to relationship selling, which stresses the importance of establishing a bond with consumers in order to form brand loyalty.

Thought and effort is clearly put into what Coach, Inc. does, and this allows them to make sure that their target market sees them in a positive light. From their social policies to discounts and their dedication to making sure a customer is pleased with their shopping experience, (be it in stores or online), the company is eager to please and to establish a connection with customers that many other brands only dream of creating.

Sources: COACH