This company had always relied on their strategic placement within the mall environment to capture their customers attention. It was a passive marketing approach, but one that grew them to become the largest chain of bookstores in America. Once the landscape became over cluttered and more brand conscious,Waldenbooks fell into some trouble. After some coaching, and some serious soul searching on the part of the management team, Laura was able to confidently lead the management team into the upbeat world of direct email marketing. It’s a win for both customer and provider!
The “preferred reader” customer now knows about all of the valuable promotions going on instore without the inconvenience of leaving their homes. The company is now efficiently targeting shoppers known to purchase certain types of titles and genres. Customers could enjoy the convenience of genre-specific e-newsletters, targeted to their reading tastes and packed full of vital promotions.