Customer retention

Morrison, Dianne See
March 2004
New Media Age;3/25/2004, Special Section p5
Trade Publication
This article discusses the efforts of retailers to use email messages that customers will continue to read and find relevant. Skip Fidura, director of European operations at email marketing firm Digital Impact, reports an increased level of sophistication with email, especially in terms of data segmentation, targeting and personalization. In a campaign to drive consumers to Boots' Pure Beauty shops, Handbag.com knew from its data mining which readers were more active consumers of the beauty areas of the site. Interactive marketing agency Red Eye combined data segmentation and Web site tracking to follow the online behavior of new users to the willhill.co.uk site. Most Web sites tend to suggest items or actions on the site rather than sending out emails with a discount voucher. Beyond email, retailers are looking at short messaging services (SMS) as a possible customer relationship tool, with most conceding that mobile marketing can provide even better results. To advertise the opening of its new store, Emporio Armani sent an SMS offering users a free t-shirt. Some retailers have voiced concerns that the difficulty of coming up with creative campaigns for SMS might shove them down the route of using it as a mere discounting or couponing mechanism.


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