Between the Lines: Power of direct marketing

Recent CBI figures for the UK retail sector make depressing reading.

Consumer spending is starting to slow at the hands of successive interest rate rises, while retail sales are falling faster than at any time since 1993. One can understand why companies such as Debenhams and Arcadia would want to diversify and their decision to launch credit cards looks a prudent one (page 1).

But smarter still is the decision to enlist the help of below-the-line agencies. DM proved its worth during the past two recessions and is a good bet to do so when the next one hits.

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