According to a recent report by the Direct Marketing Association (DMA):
- 41 percent of survey respondents don't have a physical store.
- website is most consistently used direct marketing channel, followed by email and direct mail
- 66 percent gather customer information from direct mail, and 65 percent gather it from the Internet.
- 83 percent segment their customers based on demographics, 77 percent do so based on purchasing frequency, and 76 percent on products purchased.
To be successful, retailers need to merge and synchronize all channels in terms of consistent brand message, timing, creativity of promotions, loyalty programs and fulfillment.