|
|
Article: David Clulow sets sights via magazine.(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- August 28, 2000
- Author:
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. 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)
|
UPMARKET optician chain, David Clulow is setting its sights on intensifying loyalty in the fiercely competitive eye-care market by launching a dedicated customer magazine to its entire database.
The 26-page glossy David Clulow Magazine informs customers about offers, new products and general health issues, and is being published twice yearly.
As more data is collected, editions may be tailored to match individual customers' lifestyles, tastes and interests. Historically the chain's direct mail strategy has been limited to six-monthly eye test reminders, but the new approach marks a major commitment to below-the-line marketing.
Although the ...