Big Savings As Catalogers Shed Dupes
Coach, for whom the system was initially developed, is pleased with the results.
"Over the past 14 months, we have avoided mailing more than 10,000 duplicate catalogs," reports Coach's Direct Marketing Manager Parinaz Vahabzadeh. "We've found the savings to be substantial."
Another catalog and retailer that has used DSE's service is Restoration Hardware, the upscale furniture and housewares marketer. Ashley Beech, catalog marketing manager at Restoration Hardware, places the savings at around $7,000 so far. "In the last 12 months, DSE's program has deleted over 5,000 duplicate names from our files," she says. Restoration Hardware uses the service for virtually every mailing, mainly to catch its own errors. "We don't get many duplicates from customers," she explains, "but occasionally we transmit a file twice to the shipper, resulting in lots of duplicates."