Foodservice equipment supplier Edward Don & Co. employs a targeted marketing strategy that helps it deliver the right message to the right person at the right time.

By Alicia Orr Suman

However, she adds that the Web, in particular, is extremely important for ordering. In fact, 10 percent of its orders are placed via that channel. Customers who prefer to order on the Web can create their own “favorites list” that pops up when they log in, so they can order more quickly and easily. Baiden says giving customers a way to list their favorite items on the Web site has worked well for reordering purposes.