May 28, 2003, 12:00 AM

E-mail newsletters star in a campaign to drive offline sales

(Page 2 of 2)

Blockbuster also plans to use e-mail to promote new stores and as an easy way to step up marketing in competitive areas. “The turnaround time with e-mail is about half the time as in a direct-mail campaign,” Malish says. “We have fully integrated e-mail into our CRM and marketing efforts.”

While Blockbuster sells videos online, right now online rentals are limited to a test of a service similar to that of NetFlix Inc. and WalMart.com, whereby consumers pay a monthly fee to rent unlimited movies on DVD, with no due dates, but no more than three movies out at a time. Blockbuster last year bought DVD Rental Central and renamed it FilmCaddy.com. While it said at the time that it had no plans to make online rentals a major channel, Malish says she expects Blockbuster will use its e-mail promotion if it develops that service. If that happens, Blockbuster’s multi-channel distribution points will have caught up with its multi-channel marketing.

Click Here for the eTail 2003 Exhibitor Guide

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Thomas Andersen / E-Commerce

This year’s shipping rate increases are bigger than they look

That’s because the cost of shipping more common, low-weight parcels via FedEx and UPS is ...

FPO

Adrien Henni / E-Commerce

Russian e-commerce: domestic sales slump, Chinese imports soar

There is considerable growth potential, however, as online retail accounts for just 2% of Russia’s ...

Advertisement