Retailers Talk Social Media, Marketing ROI

Acquiring email addresses is a major priority at Coach. There's pressure from management to eliminate direct mail campaigns because of cost, said Fiefer. The retailer is constantly testing to see which customers do and which don't need to be sent direct mail to drive purchases. For online orders, attribution is given to the last click, but when a consumer has been sent a direct mail piece as well, the issue of which marketing channel gets credit for the sale becomes a little more troublesome.