The Bombay Company’s Winning Formula

Last year we used an e-mail append service in which we sent out all of our customer names, and that was helpful in building our e-mail list. And we have ongoing e-mail registration in which we leverage our store personnel for help.

CS: How did you convince store personnel to help gather names?
Corey: At first, some were a bit leery about it and thought the Web was a competitor to them, but they soon learned it wasn’t. Everyone uses the Web now for research, even our store associates.