Despite indications that the economy may be improving, the turmoil of the past two years has left a lasting mark on consumers. Many aren’t likely to return to the easy-spending habits of earlier days any time soon, and a simple price promotion may not be enough to close a sale. Savvy direct mailers are finding success building campaigns around the customer’s idea of “value.”
The consumer’s mindset “is very important” in the direct marketing industry right now, says Linda LoRe, president of Frederick’s of Hollywood Group. “I think every company is asking, “Is the customer ever going to go back [to previous spending habits];”
While no one knows the answer to that question, customers are being clear about one thing, she says: “They want value, and that doesn’t mean they want cheap.”
See full article at: Creating better value in mailers – DMNews.
