Why Dan Norman Feels Great When He Walks Through His Idaho Store

House calls are de rigueur for Idaho retailer Dan Norman1. What advertisement or promotion elicited the biggest response, and why do you think it worked?One of the best things we have done in the last 15 years is buying beautiful gold-plated Christmas ornaments. We give them to our best customers and say “thank you for being a great person.” The response has been great—people love them.2. When you walk through your door, what do you like most about your store?What I like most isn’t what I see, but what I feel. When I get up and come to work, I know there are a lot of people coming in who have faith in us, who trust us and know we’ll do our very best for them. I have never come to work, since 1966, and not had a lot to do. I chalk that up to my dad [founder William Norman]. He is a gregarious, ebullient man. He loves people. He’s 91 and has macular degeneration, but if he coul

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