Best Buy

Satellite Radio: Seriously, Folks, Are XM and Sirius Serious? Ignoring Marketing Basics Can Cost Big Time
August 31, 2006

The dry test is a beautiful thing. If you have an itch to start a magazine, two ways exist to scratch that itch: 1. Dry test. Spend $100,000 to find a universe of likely subscribers, create a direct mail package that makes your magazine so real that people believe it exists, offer three issues free, and see if anybody responds. You won’t know retention, which only comes after the publication has started and readers either love it or are ho-hummed by it. But a dry test will let you see if your idea fogs the mirror. 2. Spend millions starting a magazine and hope someone buys it. A

Do Not Ignore Snail Mail?Or the Telephone
April 13, 2006

E-mail is handy, but it cuts both ways April 13, 2006: Vol. 2, Issue No. 29 IN THE NEWS E-mail to Denny Hatch Your membership dues in the [City] Direct Marketing Club for 2006 remain unpaid.  The bylaws of the organization clearly state that unpaid accounts are to be canceled.  I'd hate to see that happen if you don't want it to. We have made several attempts to move you to action over the past 5 months. Now the 2006 Membership Directory is entering production and your name and company will not appear in it unless I receive your $125 membership dues

Best Buy's Diamond as Big as the Ritz
March 23, 2006

Is Touchy-Feely Customer Research the Way to Go? March 23, 2006: Vol. 2, Issue No. 23 IN THE NEWS Best Buy thinks outside the big box In several concept stores located in the Midwest, Best Buy is gathering data about consumer behavior in retail outlets that are quite different from the "big box" stores normally associated with America's largest consumer electronics retailer. The new stores, with names like Eq-life, Studio d and Escape, are helping Best Buy understand how to improve the shopping experience of a new class of technology buyers. —Tom Krazit, C/, March 21, 2006 Brad Anderson is CEO of Best

The Fine Art of Redlining
October 18, 2005

Why coddle lousy customers? Oct. 18, 2005: Vol. 1, Issue No. 40 IN THE NEWS Sears adds 15 percent restocking fee on some items --By Wendy Tanaka The Philadelphia Inquirer, Oct. 14, 2005 red·line Function: verb intransitive senses: to withhold home-loan funds or insurance from neighborhoods considered poor economic risks transitive senses: to discriminate against in housing or insurance --Merriam-Webster OnLine In many American upmarket suburbs is an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. Redlining is a fact of life in direct

The Chumps Are Smartening Up
March 1, 2005

By Denny Hatch "You can't cheat an honest man. Never give a sucker an even break or smarten up a chump." —W.C. Fields In many American upmarket suburbs there's an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. In point of fact, all successful direct marketing is based on redlining—not offering a product or service to undesirable prospects and customers. Examples: Premium bandits. This is consultant Bob Doscher's term for chiselers who join book and record clubs, or subscribe to magazines, to collect

Privacy Policy
November 25, 2002

Create an enterprise-wide privacy policy. "It must act as an umbrella policy across all of your business units and utilize privacy statements to customize your commitments to customers," Hart said. An audit of your company's myriad privacy policies for your individual divisions will highlight the gaps in your information-gathering and -sharing practices. Then work to fill those holes to evolve a more global privacy policy, he suggested. —Tony Hart, chief privacy officer and vice president of enterprise CRM for electronics merchant Best Buy, as reported by Donna Loyle