Farmers

one in every ten people had an account with the company. It was not only a shop but also hosted the largest annual parade in the country, the Santa parade each Christmas time. Gary Blumenthal, whose family have been customers for three generations, understands well the role Farmers have played in New Zealand culture. 'We were on holiday in Auckland,' he explains, 'and I decided that the lookout tower on top of the Farmers building would be a unique place to fit the ring on my new fiancee's finger.' The couple has been married for 50 years. B Farmers' longevity can be attributed to the philosophy fostered by Robert Laidlaw, the Scottish immigrant who established the business. Right from the outset, Laidlaw guaranteed customer satisfaction, and those who were not entirely happy with a purchase would receive a full refund with no questions asked. This was certainly the first time such a guarantee had been made by a New Zealand retailer and was probably one of the first worldwide. Laidlaw believed that the scheme could work if he ensured that every product sold was of the highest quality relative to its price. C Another important aspect of the Farmers' philosophy was to internationalize the New Zealand market. By the time…