Cross Channel ARCHIVE

Spoiled for choice  Jun 01, 2006 9:30 PM By John Fischer

Barry Schwartz admitted that he’s not a direct marketer. But in his May 10 keynote address, Schwartz, a psychology professor at Swarthmore College and

Time for a change?  Jun 01, 2006 9:30 PM By Tim Parry

If it ain’t broke, don’t fix it: We’ve all heard that adage. But sometimes it’s tough to tell whether something is broken until it’s far too late for

The goods on product development  Jun 01, 2006 9:30 PM By MCM staff

Most marketers understand that their merchandise is what sets them apart from the competition. But as finding new product becomes increasingly challenging,

Four Advanced Co-op Database Tactics  May 15, 2006 10:34 PM By Michelle Farabaugh

With fall and holiday planning well under way, how do mailers get more out of the cooperative database, increase response rates, and find new sources of prospecting names? Here are several advanced tactics:

Can You Believe Your Customer or Traditional Market Research?  May 08, 2006 3:57 AM By Mike T. Davis

One of the most common objectives of market research is to find the customers’ wants and wishes, or their hot buttons. But what if traditional market research identifies the wrong hot buttons? What if conventional market research singles out hot buttons that will freeze your finger? What if standard market research uses a malfunctioning thermometer?

Thinking Outside of the “Book”  May 02, 2006 10:07 PM By Dave Smith

As integration of multiple channels has become the norm rather than the exception, prospecting for customers has become more challenging. Today

Gaps across the channels  May 01, 2006 9:30 PM By Jim Okamura

My recent shopping trip to apparel merchant The Gap reinforced just how far we have to go in terms of fully realizing multichannel customer benefits at

Battle of the brands  May 01, 2006 9:30 PM By Mark Poirier

In 1971, 45 New York advertising agencies told Frank Perdue that he couldn’t brand a chicken. Chickens are commodities, they told him. Consumers don’t

THE MONEY TREE  May 01, 2006 9:30 PM By MCM staff

Growing a successful multichannel business, no matter what your background or market niche, is a daunting task. For starters, you’ve got to concern yourself

Get with the Loyalty Program  May 01, 2006 9:30 PM By Ken Burke

Creating a loyalty program that works is more critical now than ever. Case in point: The number of shoppers who defined themselves as longtime loyal customers

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