DOROTHY LANE NOTES GOLDEN ANNIVERSARY WITH A CONCERT

CHRISTINE BLANK

DAYTON, Ohio -- Dorothy Lane Market here recently commemorated its 50th anniversary with a free concert for 4,000 attendees -- including its frequent-shopper cardholders, employees, manufacturers and other retailers.

Dorothy Lane first invited the chain's top 500 customers, then employees, manufacturers and retailers. For the remainder of the 4,000 seats, the retailer offered tickets to the top 30% of its customers on a first-come, first-serve basis.

The idea behind the concert, held late last month, Mayne said, was to celebrate the anniversary in a way that customers would "never forget," said Norman Mayne, vice president and chief executive officer for Dorothy Lane. Performing at the concert were Frankie Avalon, Fabian and Bobbie Rydell, dubbed the "Golden Boys," to fit in with Dorothy Lane's "golden" anniversary.

"We have never done anything for our associates and customers that they've appreciated more," Mayne said after the concert, noting that he has a stack of thank-you notes to prove it.

Dorothy Lane reported that 85% of its sales are generated by card purchases. This prompted the two-store upscale retailer to provide incentives and rewards for some of its 55,000 cardholders including management personally delivering flowers to top cardholders. In addition, the retailer's top 50 customers have been invited to the store to meet the manager and pick up steel travel mugs with the Dorothy Lane logo.

The chain's anniversary, which is officially in August, will allow shoppers to enter a contest to win a car.