Customer-direct marketing means taking the message direct to the consumer using targeted direct mail, innovative e-mail, blogs, and even podcasts. By taking the message direct to the consumer, retailers can attract attention, better connect with customers, and build long-term relationships.

This more personal marketing method can be used to target specific, narrowly defined groups of customers; communicate more effectively with current customers; increase store visits; and sell more to every customer.

Today e-mail is one of the most effective marketing tools retailers can use, yet many either don't use it at all or don't use it to its fullest potential. George illustrates the value of e-mail and shows retailers how to take their message direct to the customer.

Customer-direct marketing can be more cost-effective than traditional mass media advertising as a means to generate sales increases for individual stores as well as regional and national chains.

Retailers will learn to...

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