Goodbye Mass Mailings: Technology And Targeted Direct Mail | Business 2 Community

See on Scoop.itData Nerd’s Corner

When Macy’s Inc. wanted to improve sales from its catalog, the company turned to dunnhumby, an analytics firm specializing in giving customers personalized

Carla Gentry CSPO‘s insight:

“The more loyal customers you send [the customized catalog] to, there can be some very strong lift to it,” Black said. “For your most loyal customers, there’s a big payoff. You have a really consistent lock on what they buy, and they really appreciate being able to save money or even just see more of the type of items they’re interested in to draw them into the store.”

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