Melanzana is an outdoor goods company based out of Leadville, Colorado. It is a very popular brand amongst Coloradans and people across the United States. It has grown slowly throughout the years, switching buildings and hiring new people that are behind the vision of creating “locally brewed apparel that puts quality, soul, and authenticity before quality.” The unique thing about their approach to have quality over quantity is that the consumer can not buy their products off of their website, you must schedule an appointment to go to the only store they have all of the way in Colorado. On top of that, you are only able to buy two products per appointment. All of this being said, it is generally very difficult to get products from Melanzana unless you live near Leadville.
You would think that because it is such a popular brand, they would sell them online rather just in store. That is not their vision for the brand. Every morning they hand make their products to be sold the day of, if they run out of specific colors then tough luck for that day. I see this as a wonderful way to drive in business. It definitely limits revenue, but also it drives sales into the store and creates customer loyalty because of how high quality their products are. They do not have salespeople, they are not in other stores, but their marketing and sales are through word of mouth which, I believe, means more than great commercials and a good social media presence. Also, their small culture creates a more personal presence with the customers. Their sales approach is so unique and countercultural. We live in a world that wants to expand and drive revenue, which usually leads to low quality products and interactions. Melanzan stays true to their intentions of creating quality products. They truly live up to their brand vision.
BoweryJE22
That is a very unique and interesting approach to sales, very unconventional. It’s cool to see companies that have made the decision to put uniqueness and quality over selling in great amounts, and are still very successful.
This unique business model is definitely a really good way of guaranteeing customer satisfaction and retention. If you treat each customer with this degree of personalized attention they will be sure to feel like the business cares about them and by limiting sales per visit it will keep satisfied customers coming back for more! Overall it seems like this is an excellent business model and I have begun to see it adopted in more places over time.