NuEdge Systems

Gaining B-to-B RFM (959 words)
July 1, 2002

-- Gaining B-to-B RFM Case Study: Interline Brands by Alicia Orr Suman Interline Brands is a $600 million b-to-b marketer of maintenance, repair and operations products; it sells goods to several distinct and very different markets through individually branded catalogs, as well as a field and telephone sales force. Its full-line product catalogs number just less than half of a million copies per year; some titles are mailed annually, while others are biannual. These big books are supplemented with about 5 million periodic promotional sale fliers. Pam Maxwell, vice president of marketing of Interline Brands, explains the company's unique structure: "Interline was

By Marrying Disparate Databases, Sears Canada Becomes More Cust
January 1, 2002

By Lisa A. Yorgey The Sears catalog disappeared from the U.S. catalog market nearly a decade ago, but its Canadian counterpart, Sears Canada, dominates the Canadian catalog market. As a multi-channel retailer, Sears Canada has a network of 118 retail stores, 37 furniture and appliance stores, 131 dealer stores, 15 outlet stores, 38 floor-covering centers, 66 auto centers, 108 travel offices in addition to its Web site: www.sears.ca. It is the only Canadian general merchandiser with a circulation of 4.5 million households and 2,110 catalog pick-up locations that support its substantial catalog business. A limited view In 1988, Sears Canada did

Why Marketing Databases Fail
July 1, 2001

By Lisa Yorgey The die is cast before the first query runs. "A marketing database is only a tool. As such, it's not a panacea," points out Bernice Grossman, president of DMRS Group, a New York-based database marketing consulting firm. No matter how much money is invested or how many hours it takes to build, a database is only good if it is used. A database needs to be efficient for what you need it to do. Because different users have different needs and requirements, "you have to build it with an eye for how it will be used," explains Cyndi Greenglass, president of

Direct Mail Sows Solid Relationships (1,098 words)
January 1, 2001

by Alicia Orr Before loyalty marketing was all the buzz, a Midwest home improvement retailer, Quality Stores, began working its house-file data to find and reward its loyal customers. That was in 1991, and during the last decade, the Muskegon, MI-based company has used analysis and campaign management tools to grow and improve what's become its 700,000-member ThankQ Quality Advantage program. During the same period, the 38-year-old Quality Stores has grown, most recently through the 1999 merger with Central Tractor Farm and Country, which had been in business 60-plus years. The combined company now has 340 locations in 31 states and describes itself

Direct Mail Sows Solid Relationships (1,097 words)
January 1, 2001

by Alicia Orr Before loyalty marketing was all the buzz, a Midwest home improvement retailer, Quality Stores, began working its house-file data to find and reward its loyal customers. That was in 1991, and during the last decade, the Muskegon, MI-based company has used analysis and campaign management tools to grow and improve what's become its 700,000-member ThankQ Quality Advantage program. During the same period, the 38-year-old Quality Stores has grown, most recently through the 1999 merger with Central Tractor Farm and Country, which had been in business 60-plus years. The combined company now has 340 locations in 31 states and describes itself