Tender Heart Treasures creates 90 percent of its own products—and considers this one of its competitive advantages.

By Alicia Orr Suman

“Our merchants recommend key selling products, and advertising carries out the presentation,” says Watanabe-Gerdes. “Marketing evaluates the strength of each cover based on its mailing strategy.”

Bottom Line: Is the Customer Happy?

When all is said and done, the company’s goal is a satisfied customer. As such, it sees customer service as a competitive strategy —starting at the beginning with product quality.