Fulfillment Leader Visit www.MoultonLogistics.com/demo for a free demo and learn why the biggest names in DRTV have chosen Moulton. DRTV The TABLE OF CONTENTS 28 8 Today, television is only one piece of the fragmentation puzzle. COLUMNS R RTV Specialists Direct-to-consumer and Retail Fulfillment CHANNEL CROSSING 38 Legal FTC’s Do Not Call Report Holds Lessons for Marketers By Jeffrey D. Knowles and Jonathan L. Pompan DRTV New Policies Ensure Insurance TV Advertisers’ Success By Peter Koeppel Radio DR Radio Success Starts With Asking the Right Questions By Bill Sullivan Your Association, Your Bottom Line ERA Hosts Hong Kong Seminar By Julie Coons FTC Forum Paying the Price By Lesley Fair From the Executive’s Desk 2012 to be a Year of Transformation By Harry Hill Guest Viewpoint Maximize the Lifetime Value of Recurring Customers By Jeff Sawitke Rick Petry Following the Leader By Rick Petry Bi-coastal Locatio Bi coastal Locati ns t tions 12 Contact Center Contact Center 39 22 Real-time Real time DRTV Analytics 40 36 46 DRTV Software Suite Developed In-house by Moulton 32 888-765-Moulton www.moultonlogistics.com Celebrating 40 years of integrity and service. Proud to be the first in the direct response marketing industry for real-time DRTV analytics and total transparency. Today’s consumers fail to take basic precautions when they interact with retailers on smartphones. electronicretailermag.com ©2012 Electronic Retailing Association. All rights reserved. Published by Naylor, LLC. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including by photocopy, recording or information storage and retrieval system, without permission in writing from the publisher. Reprints of articles are available. Visit www.naylor.com, click on “Client Support” and select “Article Reprint.” 525237_moulton.indd 1 6 electronicRETAILER | March 2012 4/11/11 8:15:07 AM