Using credit cards for improved direct marketing

Abstract

The growth in retailer‐sourced direct mail between 1984 and 1985 was 26 per cent. However, our contributor claims that retailers could still do a great deal more in terms of direct marketing. The secret, he claims, lies in the imaginative use of retailer credit cards. They offer a perfect opportunity to harness the major advantage of direct marketing: that of being able to target precise personal communications to customers already sympathetic to and financially connected with the retailer.

Citation

Worthington, S. (1986), "Using credit cards for improved direct marketing", Retail and Distribution Management, Vol. 14 No. 5, pp. 28-30. https://doi.org/10.1108/eb018318