Customer Focus at Neiman Marcus
This case describes the winning formula at Neiman Marcus that has allowed it to achieve a position as the number one luxury retailer in the United States in terms of sales per square foot and profitability. The case highlights Neiman Marcus's efforts to define who its customers are and are not, and to achieve superior focus on its customers by aligning location, price, service, and merchandise to fulfill these customers' every need. The case highlights ways in which Neiman Marcus prevents typical silo behavior between merchandising and selling, and how it ensures that the right merchandise gets to the right customer despite the challenge of doing this in thirty-six micro markets.
Dewar, Robert. Customer Focus at Neiman Marcus. Case 5-405-750 (KEL145).