Business Services Industry
Retail and DM: a match made in marketing.
Australasian Business Intelligence, March, 2003
Mar 24, 2003 (B&T - ABIX via COMTEX)
Chris England says that many Australian retail companies are not maximising their use of direct marketing. England, of advertising agency Euro RSCG, suggests that part of the reason why retailers are not making sufficient use of direct marketing is that their databases are not designed to cope with the degree of "intimate communication and data collection" that direct marketing requires. Richard Batterley, of Carlson Marketing Group Asia, says that Dymocks, Bunnings and Dick Smith are among the retail companies making good use of direct marketing. Both Batterley and England says that retailers need to use e-mail marketing in a targeted manner.
Publication Date: 21 March 2003
EURO RSCG PTY LTD:...
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