Mints and attention to detail tees up profits for Peter Millar

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Purple Goldfish #437 comes courtesy of University of North Carolina Professor Joe Bob Hester @jbhester.

peter millar

Joe Bob forwarded this article from Ron Green Jr. at the Charlotte Observer. It highlights Peter Millar and its founder Scott Knott. Here is an excerpt:

They remember the mints

When boxes of golf shirts and shorts and other high-end menswear are shipped from the Peter Millar office and warehouse, the packing list includes mints.

When customers unpack their orders, they are struck by three things: The quality of what they’ve ordered; each item comes out of the box in the order it’s listed on the packing sheet; and, mints are included for the pleasure of it.

It’s a little thing but this year when a few boxes arrived short of mints (they ran out briefly), phone calls started coming.

At Peter Millar, located in a low-profile office park on the southwest edge of Raleigh, the attention to detail, commitment to quality and a North Carolina-grown appreciation of classic menswear has helped catapult the company into one of the hottest brands on the market, particularly for golfers.

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.

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