The IZZY: An example of the lagniappe economy that’s hard to top

by Stan Phelps

in purple goldfish project

Two strong examples from Izzy’s Ice Cream: the IZZY scoop and Flavor Up

Over the weekend I cited Izzy’s as an example of the lagniappe economy in a blog comment:

izzy's ice cream“The best example is the case study of Izzy’s Ice Cream (an iconic ice cream store in St. Paul, Minnesota). The owner Jeff Sommers was told to do two things when he opened his shop: 1. SMILE and 2. Give away samples. He disliked the idea of just giving away free samples, so he created his own wrinkle. What he does is allow customers to add an IZZY scoop to each order. It’s a small scoop of any flavor. Great for customers who can take a ‘worry free’ chance to try a new flavor. It’s a little extra that goes a long way. Izzy’s was voted the best ice cream shop in America by Reader’s Digest.”

Here is a tremendous video from @AlbertMaruggi on Izzy’s highlighting both concepts:

izzy scoop

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish,  is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth?  Are you Giving Little Unexpected Extras?

What’s Your GLUE?

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{ 2 trackbacks }

Purple Goldfish Video Podcast #38 – Izzy’s
June 12, 2011 at 9:06 pm
12 most amazing (yet little known) examples of marketing lagniappe
July 6, 2011 at 7:11 am

{ 3 comments… read them below or add one }

1 Tracey Mustacchio April 26, 2011 at 9:52 am

Love the Izzy scoop. With our market today companies successful companies must find the “GLUE” to increase customer retention. It starts with really knowing and understanding your target market. Izzy seems to have this covered. Thanks for sharing!

2 Stan Phelps April 26, 2011 at 10:16 am

Thanks Tracey. I agree. It’s a signature little extra that resonates on many levels.
Let me know if you come across any other good example. I’m trying to find 1,001.

3 Jim Joseph April 26, 2011 at 7:13 pm

LOVE THIS — made me smile. Brilliant. Jim

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