Case Study: Multiple Zones International

Customer Acquisition

On the customer-acquisition side, MZI uses catalogs, banner advertising and affiliate marketing. It is the premier sponsor for C/Net, an online magazine site. It also has agreements with AltaVista and ZDnet to drive traffic.

The catalogs PC Zone and Mac Zone are largely used for acquisition, but many existing customers still like to receive the catalogs, particularly Mac users. Lalji and Savitch say the catalogs work well with loyal customers, because receiving one reminds them to buy. Lalji says that customers are not dropped from the print catalog mailing list unless requested.