Direct disconnect: Retailers neglect valuable data trove

Zmuda, Natalie; Bush, Michael
September 2009
Advertising Age;9/21/2009, Vol. 80 Issue 31, p1
Trade Publication
The article discusses direct marketing and consumer attitudes towards it. Some direct mail marketing can be off target such as in the case of a 27-year-old woman who receives a Pottery Barn Kids catalog but has no children and a 49-year-old woman who receives the Limited Too catalog for children. A study by Forrester found that 62% of consumer participants felt they received too much direct mail and 7% felt the direct marketing they received was relevant. INSETS: How to maximize your retail database;Who's doing it right?.


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