Break Down Your Barriers to Multichannel Success

As direct marketers, “We speak in terms of sales per square inch, response rates, average order values and dollars per book,” said Delevante, who consults for J&M. “Direct marketing is completely accountable through measurable results and return on investment. But retailers speak in terms of sales per square foot, units per transaction, dollars per transaction and multiples. They’re not used to having the trackable response metrics that we as direct marketers take for granted. So we must do it for them.”