Make a Renewed Commitment to Consumer Choice
◆ Relevance. They want information relevant to them. They’re not being arbitrary when they say, “I want what I want when I want it, and I don’t want what I don’t want when I don’t want it.” They mean it and are serious about acting on it.
◆ Responsibility. Part and parcel of this movement are calls for catalogers to handle their customer data more carefully than ever before. Your customers want to know their shopping experience is safe and secure. Their No. 1 privacy concern is identity theft, and many feel that just because their name and address is on a catalog, they’re more vulnerable.
This feeling persists even though the U.S. Department of Commerce has found that less than 4 percent of all identity theft has anything to do with commercial mailings. News reports on data breaches over the past few years haven’t helped put consumers at ease, despite the convincing numbers.
◆ Environmental action. It’s increasingly clear that your customers want you to become more environmentally involved. Answer these questions:
➜ Do you inform your customers that you use paper from certified forests — or that the paper in your catalogs has recycled content or is recyclable?
➜ Are your shipping orders in cartons that are environmentally friendly? The right size?
➜ Do you tell your customers about the thought you give to the environmental quality of what you mail?
Commit to Consumer Choice
During DMA07 in October, we announced a new self-regulatory program to meet the mounting consumer interests of relevance and timeliness, as well as to keep the mail medium open for use by direct marketers. Called the Commitment to Consumer Choice (CCC), it gives people more say in what they do and don’t want to receive. Here are some suggestions for action your company can take to support this commitment.