Kevin Ertell, former vice president of e-commerce at Tower Records, is heading up multi-channel marketing programs at Borders Group as director of interactive marketing, Borders says.
“Kevin is leading out efforts in interactive marketing at every touch point with customers, including in-store interactive kiosks,” Michael Tam, senior vice president of marketing and e-commerce chief at Borders, tells InternetRetailer.com.
Among Ertell’s first undertakings at Borders was the Feb. 21 launch of Borders Rewards, which uses web analytics data on customer shopping behavior to issue offers targeted to customers’ interests, Tam says.
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