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Inspiration of the month: Giraffe bread

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The essence of true customer marketing?

Listening to customers, understanding them and interacting with them in an honest and relevant way. The client relationship is the goal, not sales. Those are a (very) welcome long-term result.

A lesson well understood by Sainsbury’s. This UK-based supermarket chain received a letter from three-year-old Lily Robinson asking them why tiger bread was actually called ‘tiger bread’. Because, in her opinion — and she did have a point — the texture looked more like giraffe spots. Point taken by Sainsbury’s: customer manager Chris King answered the girl, offered her a gift card and took the necessary steps to change the name into ‘giraffe bread’.

Result: more than 48,000 shares and 150,000 likes on Facebook. And thousands of euros worth of free publicity. You can imagine what that could do for sales.

> Read the whole story here

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