Prospecting: Paul Fredrick Uses DRTV to Recruit New Customers

Paul Fredrick tracks its DRTV customers in two ways. An 800 number enables the retailer to identify callers who saw the ad on a particular station and program. For customers driven to the web from the DRTV ad — the majority at this point — Paul Fredrick is using unique URLs to identify the TV station on which they saw the ad. DRTV customers are then matched back to Paul Fredrick's customer database to determine if they were a first-time buyer.