Merchandising: The Merchandising School of O; or What I learned from observing Oprah Winfrey in action

Lesson: How well do you know your customers? How much time do you spend getting to know their needs and desires?

3. Winfrey gets a little help from her friends. All the products she enthusiastically shares with her audience (from the Pontiac G6 cars to the Lollia bubble bath) are given away by the vendors. It’s estimated that Winfrey has parceled out more than $10 million worth of products to her guests. This is an example of excellent vendor-partner relationships, a true win-win for both of them. Vendors share products, Winfrey provides the forum and the “fairy dust.”