Customer Relationship Management 260 Lake

Customer Relationship Management

260 Lake Road Dayville, U.S.

Company Situation

United Natural Foods is one of the largest organic foods suppliers in the U.S. And Canada. The company supplies 17,000 customer locations. Its range of products includes natural and organic groceries, frozen foods, personal care products, and nutritional supplements. The company has developed high quality distribution services, but also a wide range of innovative and value-added services intended to improve relationships with customers and suppliers (UNFI, 2011). These services refer to marketing and promotional tools, merchandizing, category, management, store support services, and others.

Customer Relationships Program

The company's experience on the market helps United Natural Foods understand the value of customers. As a result, the company is interested in improving its relationships with customers and suppliers. The company focuses on expanding its customer relationship program by developing a series of marketing activities intended to help customers improve their situation. These activities are directed towards expanding the company's business partners' activity, and increasing sales and customer loyalty.

Such a program is represented by Healthy Clippings Coupon Book. There are several editions of Healthy Clippings. These booklets refer to coupon of great value of top selling products, consumer education on food aspects, nutrition, brands, and products. In addition to this, these booklets include colored complimentary posters that are intended to increase the awareness of customers on the issues addressed by this program.

Another customer relationship tool is represented by consumer circulars. These programs provide a track record of directing the sales volume to customers. These are high quality print materials with interesting design features, graphics that are intended to increase product visibility and to provide consumer education. In addition to this, the programs include special discounts on numerous products. Another advantage of these booklets is that they are adapted to each store's imprint.

The company's Customized Marketing Program is an important product that retailers can use in order to develop their print ads. This program helps users include articles that their customers find interesting, and to promote their products and services. This program also includes numerous discounts. The objective of this program is represented by building brands and reaching certain categories of customers (UNFI, 2011).

United Natural Foods' customers are represented by smaller, medium, and larger retailers. Some of them are store departments, while other focus on selling organic products. When collecting information on these customers, the company is interested in their location, because this is an important factor that must be taken into consideration by the distribution process management. The objectives of these companies are also important, because they reflect these customers' needs regarding United Natural Foods' products and services.

In addition to this, the company should be interested in information regarding the financial performance of its customers. This is because this issue can influence the relationship between United Natural Foods and its customers. In other words, the company is interested in establishing whether these customers are able to purchase its products and services. Based on this information, United Natural Foods can analyze its customers and their behaviors.