Ballard’s brilliant incentive

A Multichannel Merchant staffer in late September received an e-mail from Atlanta-based home decor cataloger Ballard Designs asking her to complete a customer survey. The staffer was ready to hit the “delete” button until she saw there was an incentive: a $25 Ballard Designs gift certificate. The staffer completed the survey, which took about five minutes, and within two weeks the $25 gift certificate — which had no strings attached, such as a minimum purchase required — arrived in the mail. Thanks, Ballard Designs — we’ll take your surveys anytime!

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