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 Every company has to decide for itself to what extent it will fight counterfeiting. 26 COLUMNS R RTV Specialists Direct-to-consumer and Retail Fulfillment CHANNEL CROSSING 39 Retail Why Investing in Point-of-Purchase Displays Pays Off 8 Your Association, Your Bottom Line ERA Sets the Stage for the 2012 ERA D2C Convention By Julie Coons 13 Bi-coastal Locatio Bi coastal Locati ns t tions Contact Center Contact Center By Greg Tucker 40 Fulfillment Design a Winning Fulfillment Strategy in 5 Steps FTC Forum Undisclosed Negative Options Draw Negative Attention from the FTC By Ayal Latz 41 Legal FTC Describes What it Wants to See in Negative Options By Lesley Fair 21 Real-time Real time DRTV Analytics From the Executive’s Desk The Ultimate Detox Program for Infomercial Marketers By Greg Sater By Katie Williams 34 Guest Viewpoint Is Telephony Dead? By Scott Richards 36 Guest Viewpoint 10 Reasons to Consider a New 3PL By Clyde Mount DRTV Software Suite Developed In-house by Moulton 38 Inventor’s Corner 2012 ERA D2C Convention: Innovation at Work! Despite many channels available today, many still follow an outdated advertising strategy. 30 By Nicole Hait 46 Rick Petry The Tree of Life By Rick Petry 888-765-Moulton www.moultonlogistics.com Celebrating 40 years of integrity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. 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 | July 2012 4/11/11 8:15:07 AM