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MULTICHANNEL MERCHANT » MARKETING
By now you’ve seen the stats: A mean 35.5% of catalogers’ sales last year came via the Internet, according to our recent Benchmark Report on Operations
The days of multichannel marketing as an independent business discipline, dominated by just a few tech-savvy marketers, are over. Successful direct marketers
It’s never to soon to start thinking about the all-important holiday season. Before the gift-buying frenzy typically gets under way, customers are stocking
Successful catalogers know what makes a print layout work, and many have also mastered the layout or navigation of a Website. But laying out a brick-and-mortar
The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.
According to the U.S. Small Business Administration, the number of small and midsize Hispanic-owned U.S. businesses is now at about 2 million and expected
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.