Balancing Your Direct-to-Consumer and Retail Business: An Operations Perspective

摘要

Many drtv marketers consider in-store retail a key plank in their strategy. Finding it harder to profit (let alone break even) on traditional DRTV, these marketers are developing more sophisticated, multi-prong campaigns that include Web marketing, upsell, continuity and retail pushes. They are launching more products and testing more offers, all to create a "long tail" business that is not dependent on a hit and that can thrive long after a spot or infomercial runs its course.