Skogen’s Uses Boomerang to Compete

Discussion
Nov 12, 2003
George Anderson

By George Anderson

Skogen’s IGA and Festival Foods stores do a big business in Wisconsin despite some pretty stiff competition from Wal-Mart Supercenters and others, reports the La Crosse Tribune.

How does the family-run business of nine stores do it?

They use the boomerang theory according to the company’s president and chief executive, Dave Skogen.

The boomerang theory, said Mr. Skogen, is all about focusing “on what we can do to bring the customer, our guest, back again.”

“Businesses too often make decisions based on short-term financial needs and convenience, instead of first trying the boomerang theory,” he said. “We are asking our associates
to make a commitment, to think, speak and make decisions based on bringing the customer back.”

Moderator’s Comment: Does the Skogen’s boomerang theory work outside of Onalaska, Wisconsin?

Having had the pleasure of walking a Skogen’s store few years back with Dave, we can personally attest to the connection he and the store staff have with
customers.

Even when Skogen’s customers go elsewhere to shop, you can’t help but figure they will be back. The store’s pricing is tight and the service delivered is
what most of Skogen’s competitors talk about but never come close to accomplishing.
[George
Anderson – Moderator
]

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