Mints and attention to detail tees up profits for Peter Millar

by Stan Phelps

in purple goldfish project

Purple Goldfish #446 comes courtesy of University of North Carolina Professor Joe Bob Hester @joebobhester.

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.

HELP me catch another 530 purple goldfish for a great cause.

FISHERMEN WANTED: Click here to send me your example

{ 2 trackbacks }

12 most amazing examples of marketing lagniappe | 12 Most
June 29, 2011 at 6:50 am
12 most amazing (yet little known) examples of marketing lagniappe
July 6, 2011 at 7:12 am

{ 0 comments… add one now }

Leave a Comment

CommentLuv badge

Previous post:

Next post: