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Article: CASE STUDY: Things Remembered relies on folks' urge to personalize.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- March 13, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Before catalogs and postcards began boosting revenue to record heights at Things Remembered, the retailer made sure it could live up to its new tagline,"The place for personalized gifts."
Things Remembered rid its inventory of products that couldn't be engraved or monogrammed, said Deirdre Girard, co-founder of PreVision Marketing, and that was the key to turning around sales.
"All of the marketing success falls back on their ability to own personalization," said Ms. Girard, whose Lincoln, Mass., company began managing catalog and database marketing for Things Remembered in 1998.
Corporate and consumer catalogs are the platform on which Things ...