Cover Story: Tailored Deals Bank Sales

"Catalog, retail/direct mail pieces and email marketing are all derived from the same place," says John Lewis, JoS. A. Bank's director of database marketing. "We know which contacts customers are getting when we're doing coordinated sales."

This requires in-depth analysis to determine which customers are multichannel shoppers, although JoS. A. Bank customers tend to be all the same, regardless of channel. Because they're "very scarily the same," Lewis says, this presents great opportunities.