The Wheelbarrow Story™

The "Wheelbarrow Story" applies to many retail companies large and small who are integrating database marketing into their overall marketing strategy. It goes like this, when young Charlie Percy was the head of Bell & Howell he increased productivity to amazing levels. When asked how he accomplished this he shared the "wheelbarrow story". Charlie Percy didn't believe in merely telling an individual in the factory to wheelbarrow parts over to the other side of the plant. Instead his philosophy was to take the time to explain the importance of the task in terms of its importance to the whole, i.e. the entire production line depends on getting those parts to the right place at the right time. This applies to the importance of explaining to store associates the key role they play in developing a successful database strategy. When your store associates realize the critical importance of acquiring accurate complete transactional data and just how this has a direct impact on the efficiency and effectiveness of future outbound direct mail efforts as well as the many strategic decisions which stem from it, they will more readily support it. In most cases they had no idea their role in the process had so much impact on the end product of the company's database marketing efforts. They just needed someone to have the patience to take the time and explain their integral role in the overall strategy. It is essential that the front line associates know how important their role is in acquiring accurate and complete data, as well as informing the customer how this data will be used to improve the quality of the shopping experience with the retail brand. Many companies don't take the time to give the "wheelbarrow story" to their associates about the integral role they play in the overall database strategy. If they did, they would see a sense of "ownership" from the associates and a greater level of support and suggestions from the field associates.