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

Of course, the catalogs remain promotional in nature: Cross-selling copy is designed to direct customers to related items. For instance, glass racks (for use in dishwashers) are referenced on a glassware page. Grill-cleaning products are sold or referenced on the page where grills are sold.

These products frequently are not made by the same manufacturer, but would be purchased by the same decision-maker.