Retailer Uses Database to Serve Executive Clientele (711 words)
It all comes down to "different strokes for different folks, truly custom marketing," says Mitchell. "We like to think it's marketing down to the SKU level."
Mitchells is cautiously adding online media to its mix. "We're now looking at the Internet to enhance the shopping experience," says Mitchell. For instance, he says, "We can e-mail customers when their alterations are ready because, yes, that will make the shopping experience better." But, he's not planning any e-commerce yet. "We're still warm and fuzzy, brick and mortar. It's difficult to translate that to the Web."