Onnotgoingshopping
Thesedays,myshoppinglistcontainstissues,wash
powderandtonicwater,ratherthanKleenex,Arieland
Schweppes.Whichisnotgreatnewsformajorbrands,
butpromisingforcheaperown-brandlabels (page 4).
However,wearebeginningtohearabout‘frugal
10
fatigue’ (page 6),whereinconsumersaretiringofthe
financialsanitycheckand,likejunkies,areonthe
prowlforashoppinghitoncemore.
Features
Indeed,governmentsareurgingustohitthemalls,
tellingusthatnotgoingshoppingiscostingour
10The21stcenturyBalkans
economiesdear.Thoseofuswhostillhavejobsshould
Bulgariaisagrowingmarketformobileadvertising,says
startbuyingagaintopumpfundsbackintothe
KerstinTrikalitis
money-go-roundandregeneratebusiness,since
22Shoppingforrelationships
moderationwillmerelyfueltherecession.Thissounds
SamiFinneandHannaSivonendiscussretailloyalty
logical...butdarewestartspending?Whatifthe
26Rulesofengagement
MikeWehrsexaminesconsumertrustinmobilemarketing
28
Foldingthepapers
26
skiesraindownagain..?
Tescohasnotshownfearandisinsteadshowing
competitorsitswinningform.Withprofitstopping£3bn,
ColinWhitediscusseshowthecontinueddeclineof
theworld’ssecondlargestretailer–afterWal-Mart–is
traditionalmediaisimpactingonthepublishingindustry
acareful,customer-centricstrategist (page 36).When
30Asportingchance
rivalsofferedcheaperlines,itlaunchedaDiscounter
JackieFastinvestigateshowsponsorshipfitsintothe
rangetokeepcustomersloyalandhasthushungon
marketingmix
tosome31percentofUKgrocerysales.Meanwhile,
32Couponingtakesoff
CEOSirTerryLeahyhasbeeninthepressexpounding
StevenGrayshedslightonthelatestUScraze
36Extractinggoldfro
30
thevirtuesofinternationalexpansioninadownturn
mthecreditcrunch
andisbusylookingonwardsandupwardsat
Rethinkyourcustomer-centricity,saysStephenHewett
increasingnon-foodandfinancialservicesoffers.
38Thepowerof‘acquitention’
‘Keepspending’ishismessageandhisexample.
Maximiseemailmarketingsuccess,saysSimoneBarratt
Bywayofencouragement,mydoorstepand
especiallymyin-boxareawashwithloyaltyscheme
Columnists
dealsfromSirTerry’steam (page 22).Theglobal
14DatelineAmerica
financialnose-divehasmeantcoupon-clippinghas
Do‘Twits’careaboutprivacy,wondersDougSacks
becomenotjustacceptablebutdesirableandFMCG
18DMTalk
NickMartinaskshowwellyouknowyourcustomer
20Copyclass
32
brandsarefallingoverthemselvestoofferdealsvia
voucher,particularlyonline.Britsarecurrentlyinlove
withsuchdiscounts–Couponstarreportsthatlastyear
thenumberofcouponcampaignsrunbytheirclients
HerschellGordonLewisrecallsRosserReeves
roseby140percent–and,intheUS,Internetand
24OutofAfrica
mobilecouponsareverymuchthelatesttrend(page 32).
KeithWiserrevisitsloyalty
Ofcourse,youhavetosegmentyourcustomer
34InsightfromEurope
dataeffectivelytoengagewithyouraudienceand
SusanneHornikelreportsonGerman‘coldcall’rules
ensureyou’llgetaresponse (page 18) sincescattergun
42Onthecase
methodsaresimplynotethical (page 26).Andsome
PermissionmarketingexpertsJennyMoseley
sayweshouldnotevenbestrivingtobuilda
andRosemarySmitharewatchingthewatchdogs
relationship,butmerelytoenhanceit (page 24).
50Customerservice
Sadly,whenitcomestothatcharmoffensive,some
IanHugheshasthelastword–andit’s‘obvious’!
firmsstillhavemuchtolearn.Thosewhochant‘the
Regulars
customerisking’haveprobablynevertravelled
cattle-classonaBritishtrain:WhenIwearilyaskeda
4-8Currentaffairs 43Lawreport NationalExpresscustomerservicesmanwhy
12Pointsfromthepost 44Fortherecord Ihadbeensolda£50ticketforwhatwas
16Campaignnews 46Websight clearlyanalreadyfulltrain,hesnapped:“No
40Goingplaces 48Essentialinternationalservices refundshere:complainbypost.”There!A
42What’sOn 49SubscribetoDMI lucrativerevenuestreamforRoyalMail,atlast.
DirectMarketingInternational,NewBroadStreet Who’swho:EditorSallyHootonDesignJimCounsell PrintingStephensandGeorge,MerthyrTydfil,UK.
House,NewBroadStreet,London,EC2M1NH UK. SubeditorCarolRandallPublisherMattEdgar CopyrightDirectMarketingInternationalLtd.All
Tel:+44(0)2070439008;fax:+44(0)207023 AdvertisingUK–JohnEdgar,john@dmi-news.com;James rightsreserved.Reproductioninwholeorpart
4953.Web:www.dmionline.net;email: Edgar,james@dmi-news.com USA/Canada–MarkBridges, withoutpublisher’spermissionforbidden.Subscribe:
sally@dmi-news.comDMIispublishedmonthlyby mark@dmi-news.com;Germany/Austria/Switzerland – DirectMarketingInternationalmagazineisavailable
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DMIBulletin(enewsletter),DirectMarketingWorld, and Belgium –JosUitdenboogaart,jos.uitdenboogaart. (Europe)and£100(restofworld).Fillinthe
DatabaseMarketing,DirectMailmagazine, media@planet.nl;India–FaredoonKuka,kuka@rmamedia.com; subscriptionformonthewebsiteorpost/faxto:New
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www.dmi-news.com May 2009 No 212
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