A tribute to two retail leaders - Editorial - Stanley Marcus and Dave Thomas - Brief Article - Obituary

DSN Retailing Today, Feb 25, 2002 by Tony Lisanti

This is a story about two executives who grew up in two very different worlds. This is a story of two entrepreneurs who set new standards for leadership and service in their respective industries. It's a story of two executives with two very different styles, but one very clear message.

This is a tribute to two execs that passed away last month, leaving behind a legacy that future generations will aspire to.

Stanley Marcus and Dave Thomas were two very special people that set the standard of excellence in the industries they served. Marcus, affectionately known as Mr. Stanley, died on Jan. 22 at the age of 96. Thomas, or better known simply as Dave, died Jan. 8 at the age of 69.

They both traveled the world, but likely never visited each other's format because it wasn't their style. But you can bet that if they did they would have experienced the characteristics of customer service at its best.

They were both celebrities in their own right. Marcus enjoyed the spotlight, Thomas, who starred in company ads, was more uncomfortable with that moniker.

They both had a daughter named Wendy, and Thomas named his format after her.

They both wrote several books that captured their personality and their management style. Stanley wrote "Minding the Store" and its sequel "Quest for the Best." David wrote "Dave's Way: A New Approach to Old-fashioned Success from the Man who Turned a Childhood Dream into a Multibillion-Dollar Business" and "Franchising for Dummies."

Marcus, born in 1905 in Dallas, was the ultimate upscale retailer who catered to the haute couture crowd, satisfying the need for the good things in life. A Harvard graduate, he joined the family business as a director at the age of 21.

Thomas, born in Atlantic City, N.J., was adopted at six weeks old. He was a gritty high school dropout who founded a hamburger restaurant in 1969 that targeted a middle class family crowd, satisfying their simple cravings for good food and value prices.

They were two different characters obsessed with quality, yet driven to succeed with very similar strategies. In fact, the strategies they mastered could be considered a blueprint for every executive. Consider the following:

* Leadership. Both Stanley and Dave spent much of their time in their respective "stores," leading by example, as well as traveling the world to observe the competition and to search for new ideas.

* Merchandising. Marcus used the store as a showcase for artwork and fashion shows to upstage his competitors and satisfy his affluent clientele, while Thomas opted for carpeting and Tiffany lamps, rather than the typical fast food tile floors and fluorescent lighting to create a homey atmosphere for his family customers.

* Marketing. Marcus was the first small department store retailer to run national fashion ads, which he started in the early '30s. Thomas started doing his own ads in 1989 and subsequently produced over 700 commercials.

* Public Relations. Both executives were the ultimate cheerleaders and spokespersons not only for their companies, but for their industries as well.

* Differentiation. Both executives always succeeded at being just a little different than their competitors. Marcus introduced the unusual gifts in the retailer's Christmas catalog, such as "His and Hers" Beechcraft airplanes, miniature submarines and parasails. Thomas opted for square hamburgers that were fresh, not frozen, claiming Wendy's "didn't cut corners."

* Innovation. Marcus created the Fortnight concept designed to drive traffic during the slow mid-October period. Thomas was the first in the segment to add a salad bar to broaden its appeal.

* Customer service. Marcus set the standard for service based on his golden rule: "There is never a good sale for Neiman Marcus unless it's a good buy for the customer." Thomas also focused on creating an experience for customers, claiming, "We don't make a sandwich until it's sold." Community service. Marcus was active in the Dallas community in a variety of activities and Thomas championed several causes, in particular, those related to adoption.

They came from two different worlds, but shared one successful ideology. They shared a passion for their businesses and a sense of humor about life. They received numerous industry awards and accolades. They will be missed, but always remembered for their contributions and accomplishments.