MULTICHANNEL MERCHANT » MARKETING
The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.
In keeping with the move toward multichannel marketing, many catalogers are converting their house files into customer marketing databases, says Arthur Middleton Hughes, vice president/solutions architect for Richardson, TX-based database marketing firm KnowledgeBase Marketing. Some are using advanced techniques to increase customer response, retention, and cross-sells. In return they are seeing increased rates of retention and increased order sizes.
Building your permission-based e-mail database begins with creating a strategy for e-mail address collection and, ultimately, your corresponding value-based e-mail communications program, says Deirdre Namur, vice president of creative services at e-mail solutions provider Bigfoot Interactive. As such, she advises paying particular attention to collecting important demographic and product-interest fields that will help you build relevant e-mail communications.
IF YOU LOOK HARD ENOUGH, you just may catch a glimpse of the next big thing in technology. computing, as it is widely called, is a market that’s slated
This year’s Order Management Software Review includes grades and ranks for each major software function from the vendors’ own perspective, giving you
Will The Garnet Hill Hour be sandwiched between Rug Gallery and Gold Wardrobing on cable-TV shopping network HSN’s prime-time schedule? Perhaps, once
Nowhere is the effect of the Internet on the industry clearer than when looking at how orders are received. The respondents to this year’s Catalog Age
Half of the 14 publicly traded business-to-business and computer merchants tracked by Catalog Age ended 2004 with a stronger fourth-quarter bottom line
Sharper Image Corp. has had a great run: For nine of the 10 past years, the San Francisco-based manufacturer/marketer of high-tech gifts enjoyed sales