Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

33. Focus on service over price.
Database marketing builds loyalty; discounts do not. Don’t use databases to promote price discounts because customers today seek more than low prices. They want recognition, service, information, convenience and helpfulness. You can deliver this if you build a database and offer these things to them.
Arthur Middleton Hughes, KnowlegeBase Marketing
“Beware, the 9 Deadly Mistakes of Database Marketing,”
June 17, Catalog Success: Tactics & Tips