Expert answer:Customer satisfaction

Answer & Explanation:Unique Customer Experiences at Jordan’s Furniture.docx LP4.1 Assignment: Jordan’s Furniture
This assignment will assess the following competencies: 1. Analyze effective
marketing theories and principles, and 5. Appraise the effectiveness of various
marketing strategies.
After reading Unique Customer Experiences at
Jordan’s Furniture, and based on your readings from our
textbook, write a 300-400 word essay in which you address the following
questions:

Customers have expectations of the businesses that they
patronize. What expectations would someone entering a Jordan’s Furniture
store for the first time likely have?
What expectations would a loyal, repeat customer of
Jordan’s Furniture likely have?
Sometimes companies approach customer relationship
management differently for new customers than they do for loyal, repeat
customers. Does Jordan’s approach to customer relationship management
differentiate between new customers and loyal customers? Explain your
answer.

The paper
must be researched using at least two scholarly
or professional marketing resources, as well as the textbook. 
The references must be cited and properly placed on the reference page using
APA formatting.
unique_customer_experiences_at_jordan_s_furniture.docx

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LP4.1 Assignment: Jordan’s Furniture
Unique Customer Experiences at Jordan’s Furniture
Founded in 1918 and known as One Acquisition, Inc. until 1999, Jordan’s Furniture
Company operates several furniture retail outlets in the Greater Boston area. Jordan’s, which is
based in East Taunton, Massachusetts, also has stores in Avon, Natick, and Reading,
Massachusetts as well as in Nashua, New Hampshire. The company is opening another
location in Warwick, Rhode Island in the autumn of 2011.1
Jordan’s is not a run-of-the-mill furniture store. Yes, it sells furniture for living rooms,
bedrooms, kid’s rooms, and home offices, as well as formal and casual dining furniture, area
rugs, and sleep surfaces. But Jordan’s furniture is very different in terms of the experiences
provided to its customers.
At the Avon store, for example, potential customers are lured in with the Laser
Imagination Theater Experience (LITE) and the Motion Odyssey Movie (MOM).2 The Laser
Imagination Theater Experience is a “high-energy laser light show set to the rock songs of
Boston.”3 Jordan’s touts this as “an amazing, one-of-a-kind soundtrack with high-powered, solidstate laser and Hollywood-style special effects.”4 The Motion Odyssey Movie features Yogi Bear
and his faithful pal Boo-Boo, voiced respectively by Dan Aykroyd and Justin Timberlake, in a
zany new 4-D Ride adventure that places patrons in the middle of the fun of swiping picnic
baskets.5
A different customer experience is provided in the Natick, Massachusetts store, which is
designed to resemble Bourbon Street in New Orleans. Customers are made to feel as though
they are walking through the French Quarter, and “there’s even a 9-minute Mardi Gras FX
show, complete with interactive animatronics and a full-sized riverboat.”6 Along Bourbon Street
is “a fun little ice cream stand” named a Streetcar Named Dessert; it is a full-sized trolley car
from which Jordan’s sells all sorts of tasty treats.7 Proceeds from the Streetcar Named Dessert
ice cream wagon have been donated to a number of local and national charitable organizations,
including: Big Brothers/Big Sisters of Southwest Middlesex, Boys and Girls Clubs of MetroWest,
Project Bread, the National Multiple Sclerosis Society, and the United Way.8
The Jordan’s Furniture store in Reading  is home to Beantown, a replica of Downtown
Boston made up of nearly twenty-five million Jelly Belly jelly beans. Beantown in Reading
1
Anonymous, “Jordan’s Furniture Company,” Bloomberg Businessweek, http://
investing.businessweek.com/research/stocks/private/snapshots.asp?privcapld=793786 (accessed June 28, 2011).
2
Anonymous, “Avon, MA,” Jordan’s Furniture Web site,
http://www.jordans.com/About%20Us/Store%20Locations/Avon.aspx (accessed June 28, 2011).
3
Anonymous, “LITE,” Jordan’s Furniture website, http://www.jordans.com/LITE.aspx (accessed June 28, 2011).
Anonymous, “LITE,” Jordan’s Furniture website, http://www.jordans.com/LITE.aspx (accessed June 28, 2011).
5
Anonymous, “MOM,” Jordan’s Furniture website, http://www.jordans.com/Attractions/MOM.aspx (accessed June
28, 2011).
4
6
Anonymous, “Natick, MA,” Jordan’s Furniture website,
http://www.jordans.com/About%20Us/Store%20Locations/Natick.aspx (accessed June 28, 2011).
7
Anonymous, “Streetcar Named Dessert,” Jordan’s Furniture website,
http://www.jordans.com/About%20Us/Store%20Locations/Natick/Streetcar%20Named%20Dessert.asp (accessed
June 28, 2011).
8
Anonymous, “Streetcar Named Dessert Donations,” Jordan’s Furniture website,
http://www.jordans.com/About%20Us/Charities/Key%20Partner%20Programs/Streetcar%20Named%20Dessert%2
0Donations.aspx (accessed June 28, 2011).
includes such Boston-themed attractions as Fenway’s Green Monster, the old Sweet House, the
‘Big Dig’ ice cream shop, the Lenny Zakim Bridge, and a Liquid Fireworks show.”9 The Reading
store also has a Trapeze Style New York (TSNY), where people can take trapeze lessons.10
These are only a few examples of the varied, exciting experiences awaiting Jordan’s
customers. The fun experiences draw people in ⎯ and many of them end up making furniture
purchases. And of those making furniture purchases, many become repeat customers.
Jordan’s takes other unique ⎯ some might even say bizarre ⎯ approaches to
stimulating sales. For instance, in the Spring of 2007, Jordan’s “attracted the attention of New
England [baseball] fans, media, and sport marketers with an innovative promotion entitled
‘Jordan’s Monster Deal.’ In television commercials, [Barry Tatelman, Jordan’s CEO and
president,]  enthusiastically announced: ‘EVERY Sofa, EVERY Sectional, EVERY Dining
Table, EVERY Bed, EVERY Mattress … can be YOURS FREE if the Red Sox win the World
Championship in 2007’.”11 Customers who purchased sofas, dining tables, beds or mattresses
from Jordan’s between March 7, 2007 and April 16, 2007 and who took delivery prior to the date
of the 2007 All-Star Game, would be eligible for a full refund if the Boston Red Sox won the
2007 World Series.12 The Boston Red Sox swept the Colorado Rockies in four games, and
Jordan’s paid off ⎯ backed by insurance, of course.13
In the following year, Jordan’s offered a similar promotion, though with more rigorous
requirements: the promotion period was eight days shorter than in 2007 and the Red Sox had to
win the first four games of the World Series.14 The red Sox did not make it to the World Series in
2008.
So, what is the impact of all these entertaining, engaging, fun ⎯ even seemingly bizarre
⎯ approaches to creating a total customer experience? Jordan’s has one of the highest
furniture sales per square foot in America.15
SOURCE: This case was written for this textbook by Michael K. McCuddy, The Louis S. and
Mary L. Morgal Chair of Christian Business Ethics and Professor of Management, College of
Business Administration, Valparaiso University. © 2013 Cengage Learning.
9
Anonymous, “Reading, MA,” Jordan’s Furniture website,
http://www.jordans.com/About%20Us/Store%20Locations/Reading.aspx (accessed June 28, 2011).
10
Anonymous, “Reading, MA,” Jordan’s Furniture website,
http://www.jordans.com/About%20Us/Store%20Locations/Reading.aspx (accessed June 28, 2011); Anonymous,
Trapeze Style New York TSNY Beantown, Trapeze Style New York website, http://boston.trapezeschool.com/
(accessed June 28, 2011).
11
E.C. Bortman, “The Jordan’s Furniture ‘Monster Deal’: A Legal Gamble?,” Sport Marketing Quarterly 18(4)
(December 2009) 218 (4 pages).
12
E.C. Bortman, “The Jordan’s Furniture ‘Monster Deal’: A Legal Gamble?,” Sport Marketing Quarterly 18(4)
(December 2009) 218 (4 pages); J. Casale, R. Ceniceros, K.G. Hunt, and D. Lenckus, ”Furniture Buyers Win
Thanks to BoSox,” Business Insurance 41(45) (November 5, 2007): 44.
13
J. Casale, R. Ceniceros, K.G. Hunt, and D. Lenckus, “Furniture Buyers Win Thanks to BoSox,” Business
Insurance 41(45) (November 5, 2007): 44.
14
J. Casale, M.A. Hofmann, D. Lenckus, and C. McCarthy, “Store Throws a Curve in Red Sox Promotion,”
Business Insurance 42(13) (March 31, 2008): 22.
15
Anonymous, “Jordan’s Furniture Company,” Bloomberg Businessweek, http://
investing.businessweek.com/research/stocks/private/snapshots.asp?privcapld=793786 (accessed June 28, 2011).
15
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