As customer acquisition costs continue to rise, be it catalog mailings or other techniques, many marketers have turned to optimizing performance from existing customers as a way to limit costs while improving sales, namely through cross-selling and upselling. In a presentation at the eTail 2008 East conference in Washington, D.C., last week, Michael Dell’ Arciprete, vice president of marketing for Boca Java, an online coffee retailer, rattled off a number of best practices to help online marketers boost sales through cross-selling and upselling. (Note: This is part one of a two-part series on this presentation. Check back next week for Dell’ Arciprete’s tips on
Michael Dell Arciprete
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