At its Sept. 13 meeting, the Direct Marketing Club of New York hosted an engaging panel discussion regarding the use of direct mail in a multichannel world, and the panelists included representatives from Citigroup, Gerber Life and The Agency Inside Harte-Hanks. ... Hearing from two financial service brands, and an agency that services brands in several markets, packed the house. I'm not sure if it was the topic or the brands who spoke, or both, that was the draw—but the information imparted prompted lots of audience interest and questions.
By Lisa Yorgey Lester When consumers make a purchase from your Web site or retail store, they are shopping your brand, not your channel. Indeed, close to 80 percent of consumers shop physical stores, online and catalogs interchangeably, according to a March 2005 report released by Adjoined Research. So, you want to be able to recognize customers across your channels and report on those interactions. Imagine a customer's frustration when she purchases an item from your catalog and isn't able to exchange it at your local retail store. By integrating disparate data silos into a single repository, you can achieve a single view