Can Database Marketing Work for Catalogers? (1,457 words)
Two years ago you bought "A Dark Sun" by Richard Rhodes. You may be interested to learn that Richard Rhodes has just had a new book published called "Why They Kill." To learn more about this book, or to order it, click here.
Well, I clicked, I bought it and I loved it. This is database marketing.
Most catalogers have built Web sites. A month's tally of Helena's mailbox shows that 84 percent of the catalogs provide a way to shop on the Web. Many of these sites are quite sophisticated and easy to use. But few catalogers with sales below $100 million have personalized sites. Even as a "gold" customer, Helena sees the same Web site as everybody else, even those who have never bought there before. Few greet her when she returns with a hearty "Welcome back, Helena." Even more annoying, they don't store her address and credit card number, so she has to enter this data all over again. What a nuisance!
