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DRTV

The Multi-Media Retail Store

1 Sep, 2008 By: Jacqueline Renfrow Response

Today's retailers are finding that the only way to compete is to sell products in every outlet that the consumer is browsing — from traditional venues, such as store shelves and television, to more modern channels, such as online social communities and mobile.


We've all seen the 30-minute infomercial for a new fitness product or cooking tool that eventually makes it from DRTV onto the local store shelves. But today, the line between products marketed through direct response and those branded exclusively for retail are blurring.


 

 

Well-known names like Borders, Staples, Jockey and Overstock are focusing a majority of marketing time and funds into direct response and spending very little on strictly brand advertising. In fact, almost all retailers are turning to some form of DR to market their products. The big-name companies are looking to direct response to create accountable ROI and increase brand awareness in order to compete with the virtually endless online and offline retail shops.

 Jockey wanted to reach out to consumers to make the online experience more personal. This summer, the company launched jockey.com/dress, a Web site that helps a woman choose the right undergarment for the style of her dress.
Jockey wanted to reach out to consumers to make the online experience more personal. This summer, the company launched jockey.com/dress, a Web site that helps a woman choose the right undergarment for the style of her dress.

 

"There is really a blurry line between what's been traditionally referred to as branding and what's known as DR, or an accountability campaign," says Nick Pahade, president of GSI Interactive, part of GSI Commerce Inc., a provider of E-commerce, multi-channel retailing and interactive marketing services.

To compensate for rising gas prices and a flailing economy, this past summer, nearly two-thirds of U.S. consumers reduced their spending from one year prior, according to a study by Nielsen. The report also states that consumers are using 25 percent more coupons (up from December 2007), and 35 percent are buying less expensive brands to help save money — often choosing to shop at a super center, to save gas and time. Armed with these facts, in the second half of 2008, marketers are focusing on creating relevance for a product, proving its value, and offering consumers the chance to purchase wherever they want to shop, whether it is in-store, online or mobile.

Borders Shortlist is a weekly E-mail with discounts for its Rewards members, a critical group that is responsible for a majority of the bookseller s sales.
Borders Shortlist is a weekly E-mail with discounts for its Rewards members, a critical group that is responsible for a majority of the bookseller s sales.

 

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