Animal magnetism
Alex Tabibi, chairman/CEO of Pets United, has a lofty goal: He wants his company to be the Wal-Mart of the Web. Unfortunately for him, Walmart.com is
Cross Channel
Spoiled for choice
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?
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
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
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?
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”
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
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
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
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