Soreen – Customer Relationship Marketing

Soreen is the bakery that is responsible for producing ‘Malt Loaf‘, a quirky snack that is akin to fruit-bread.  I am not expecting many of my readers to be overly aware of Soreen’s malt loaf, however, there is a very good reason why I am compelled to blog about the company today: customer relationship marketing (CRM).  CRM is essentiantially marketing activities that create emotional attatchment between the customer and the firm.  This, in turn, creates customer loyalty and therefore enhances brand equity.  Hence, the key aim of CRM is to generate sales from existing customers, instead of by finding more customers.

A few weeks ago I noticed on Soreen’s website that an online store was due to open, dubbed the ‘Sticky shop‘.  I was delighted to see that one of their future products was to be running tops; I rang up customer service and asked if they had any idea of when the shop would open as I was desperate to place an order.  Although this is not what has induced me to write about Soreen, selling merchandise is a great way to build brand equity by allowing consumers to visually express their love for malt loaf – can you think of a more effective method of word-of-mouth advertising?   Unfortunately, they were unable to tell me when the store would be open and took down my contact details.  I thought nothing much of the phone call.

But, yesterday I arrived home from university to a rather nice surprise: a package from Soreen.  Inside: a cotton t-shirt, two free pens and a key ring.  Most significantly, however, was a hand-written letter from the company; they apologised to me that they had no running shirts delivered yet, the store was not open and thanked me for enthusiasm for malt loaf.  It doesn’t matter that the t-shirt does not fit, that I do not need yet another key ring nor do I the pens; still, this is the best CRM I have experienced.  It is the emotional bond that is created from the hand-written letter that makes this effective CRM.  As Marks and Spencers know, CRM is highly beneficial for a company and its brand; my obsession for the product is now matched by admiration for the company behind the product.

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Albeit it is this special treatment that I received that is effective CRM, the reason behind the company success is based around a top-notch product and consistency.  I just love how the company constantly stresses keywords: sticky, healthy and fruity.  According to David Taylor, this goes to show that effective branding begins with a good product, which is then augmented by emotional extras such as CRM.  Moreover, they have not messed around with the original recipe – god-forbid – that brought them success.

What personal experiences have you had with companies – big or small, known or unknown, English or foreign – where you felt that you were treated exceptionally well?  Or have you ever been put-off by a bad experience to never purchase from a firm again?  Please let me know in the comments.

P.S. If you haven’t already, I urge you to try malt loaf for yourself!

© Joshua Blatchford, author of Manifested marketing, 06/06/2011

Leave a comment


  1. nice one, I agree that soreen is amazing and a great company as well

    • Thanks for the comment and for liking the post. Your own site is great by the way.

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