Article Abstract:
Marketers can follow four rules to make database mining a successful effort. The first is that databases should have the most relevant household information that will allow marketers to choose consumers that would most likely become customers. The second is that marketers should also know who their best customers are and what characteristics they share. The third is that prospective clients should be interested in direct-to-consumer offers. The last is to make sure the marketing team understands the product or service being sold or offered.
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Article Abstract:
Roland Garros Productions plans to transform its products into a Web-based brand and will start online sales by the spring of 2000. The company is the merchandising arm of the French Tennis Federation and sells tennis equipment and sportswear through mail and in retail stores. The Roland Garros label is currently found on 800 products, mostly tennis apparel and accessories. Its online sales have risen from 20 orders in 1996 to 1,800 in 1999, with orders averaging 450 francs.
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Article Abstract:
Direct marketers have discoverd that the cost of mailings by first-class bulk airmail is offset by higher response rates. On the other hand, surface airlift (SAL) of mail in Europe and the US reduces response rates by an average of 15 to 20%. For instance, first-class bulk mailings coursed through the Hong Kong and Singapore Post Offices arrive within three to four days and have response rates of 17 to 20% than the A/B split mail through SAL.
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