Tactics > reinventing customer recruitment See for yourself
So you’ve read how DRTV, affiliate and various online marketing techniques can help you acquire new
customers, here are a few examples of how print can be used to build the customer list.
Wine etailer Naked Wines is using inserts in magazines—in this case Men’s Fitness—to offer £40 off a case of wine. Three months later, it used a similar insert in Amazon despatches.
A prolific user of reader offers, the Daily Mail has gone one step further to create its own catalogue called MailLife, presenting a wide range of products.
Online behemoth Amazon is using flyers in its own product despatches to promote its online audiobook service Audible.
In a firm commitment to multichannel, furniture retailer Dwell is inviting customers to visit its stores and request its catalogue by advertising in the national press. Dwell is also offering customers free delivery if they present the print ad in-store.
Online grocer Ocado teamed up with WH Smith using a flyer to offer the stationer’s
customers £15 off their first Ocado shop.
We thought lead-generation catalogues were a thing of the past, not so it seems. In August we received a catalogue from the Consumer Information Centre featuring travel brochures, magazines, and catalogues from the Gourmet Society, Toolstation and Petcetera, among others.
22 Direct Commerce Catalogue e-business
www.catalog-biz.com
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