MULTICHANNEL MERCHANT » MARKETING
Business-to-business marketers have used private promotional databases to improve response and better target their mailings since the early 1980s. Now, says Linda Huntoon, executive vice president, of Greenwich, CT-based list services firm Direct Media, consumer merchants are starting to take advantage of them as well.
Recency, frequency, and monetary (RFM) database segmentation has been proven to work. Yet many smaller companies
The twin cities of Minnesota are home not only to The Mall of America but also to scores of catalogers. So Catalog Age figured that Minneapolis-St. Paul
When training is in order for new technology, cataloger/retailer OfficeMax heads to the classroom. The Itasca, IL-based office supplier, which has six
The Penzeys Spices catalog has garnered a cult following, in large part because of the half-dozen or so recipes included in each issue. Now the Milwaukee-based
First came operational databases that ran order entry and fulfillment activities. From them evolved marketing databases, which have become central to overall business strategies. And from those marketing databases, trends are emerging that affect how we manage our relationships with customers and prospects
As a major capital investment, enterprise systems play a significant role in the corporate budgeting process for any direct merchant. No matter how you
It is time to face reality: Customers do not want to have a relationship with your company. Relationships require a commitment from everyone involved.
WE ADMIT IT: The Web site of eFashion Solutions LLC may look a little too pretty for hard-core techies. Once you download the required Macromedia Flash