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Direct Response Marketing

Editor’s Note: A New Focus on the Back End of the Journey?

1 Mar, 2017 By: Thomas Haire Response


During a meeting at the eTail West event in PalmDesert, Calif., late last month, I was speaking with the CEO of a Sweden-based payments platform that, during the past year, has made its initial foray into the U.S. market. His international perspective on the purchase and payment portion of the consumer journey was refreshing to hear, and his company’s technology could provide some interesting alternatives for both consumers and marketers in the near future.

More importantly, though, the conversation was symbolic of that event’s shift in perspective this year. As someone who has attended eTail West multiple times in the past decade, I can say, unequivocally, that the educational content at this year’s event — and, unsurprisingly, much of the attendant buzz — was much more directed to the logistics sector of the purchase funnel: payments, shipping, customer service, and more.

That marketers, merchants, and e-commerce leaders are expanding their focus on this part of the journey shouldn’t come as a shock. As consumers have become more comfortable doing business and shopping online — thanks Amazon! — they’ve also grown their expectations of secure transactions and impeccable post-purchase customer service.

These topics have long garnered extensive coverage in Response. From annual reports on back-end services like payment processing, teleservices, and fulfillment, to more marketing leaders sharing their best tips for the purchase/post-purchase environment in our feature well each month, there’s no shortage of information and opinion in our pages.

As a matter of fact, just take a look at part three of our four-part consumer journey series — with a focus on safe, secure payment as a key facet of the purchase process. And in our DRMA Spotlight on bilingual teleservices provider ListenTrust, the confluence of sales and customer service calls is a topic of conversation.

The purchase and post-purchase steps along the consumer journey are also sure to create much buzz at Response Expo. With speakers representing companies like Kiko, Roadster, Boingo Wireless, and more slated to touch on these topics — both in our consumer journey track and in other sessions — keeping your customers comfortable and informed during the purchase and as they wait for their shipments promises to be a big topic of conversation.

Speaking of Response Expo, I’d be remiss if I didn’t close this note with hearty congratulations to the recently announced 2017 class of DR Hall of Fame inductees. The April 27 event inducting this stellar group of seven industry legends promises to be a highlight of the Expo.

Thomas Haire, Editor-in-Chief

Twitter: @THRants


About the Author: Thomas Haire

Thomas Haire

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