Today I am departing from my usual pattern of writing about data to tell you about a personal experience. The story illustrates how a big company’s promotional strategy can backfire and drive a long-term customer to a small business competitor.
Ever since my father took me to Brooks Brothers on Madison Avenue in Manhattan to get my first suit at age 10, I have been a loyal customer. Over the years, I have probably spent $200,000 on clothes from the company. That several decades-long period of spending ended last week because of my inability to get a hold of senior managers at the company to complain about a bad promotional strategy.
How a Bad Approach to Customer Discounting Lost a 40-Year Customer
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