Industry Eye: Case Study - Green Valley Pecan Co. Is Nuts About Its Revamped Marketing Database
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Joe Keenan
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In that time, Green Valley’s sales and profits have increased each year, with total revenues this year surpassing $1 million. The merchant operates one store, a catalog and an e-commerce website.
A database that was a mere listing of customers who’d purchased from Green Valley Pecan one way or another impeded the company’s ability to effectively resell to past patrons. And without regular merge/purge processes and National Change of Address updates, many of the names on that list were useless. AIR has helped clean that up.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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