Retail and Direct Marketing Dynamics
- Major retailers are shifting from mass/broadcast advertising to more targeted, efficient direct to consumer marketing using direct mail, catalogs, websites, email, phone
- Most retailers now recognize the competitive necessity and opportunity to grow through other selling channels
- More products may be offered online than in a store or catalog
- More and relevant customers can be reached online and through catalogs
- Totally new and different customers attracted through search engine optimization
- Brands may be strengthened and developed through multiple channels
- Consumers frequently find it more convenient to both shop and buy online
© Ramseyer & Associates, 530 Union Bridge Road, Duxbury, MA 02332-4222