Herman Miller: News Desk: (11-6-00) Herman Miller RED... -
[Cached Version]
Published on: 11/6/2000
Last Visited: 3/6/2001
Since January , a team headed by Greg Parsons , director of New Products at Herman Miller , has been preparing an initiative that addresses the customers he defines as small , highly wired , fast-moving businesses led by people with energy and passion. That effort has arrived as Herman Miller RED.
This is a whole new market that we've never directly addressed , Parsons said.Only five percent of this group has purchased Herman Miller products.In trying to determine how to best reach them , we created RED..
RED uses Herman Miller's unique design , technology , and order fulfillment capabilities in a new way to address the small business customer's need for fast , easy and reliable access to fashionable , high-quality , affordable products.No competitor has the capabilities we do to create a complete business to meet these needs , Parsons explained.
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Beyond the immediate potential of the small business market , Parsons expressed the belief that RED can help to establish long-term relationships with many of these new customers.By delivering exceptional service to these businesses , we have the opportunity to capture them early and keep them as a Herman Miller customer as they grow , he said.
Through everything we do , we have to acknowledge the inspiration and the passion that drives the Herman Miller RED customer , Parsons concluded.Our job will be to communicate that using our products will enliven their work environment and contribute positively to the culture they're creating..