Big Business newsletter
Newsclip Media Monitoring Newsletter (Pty Ltd)
January 2008

Direct marketing the way to go
Interest rate increases and the National Credit Act took a toll on trading in 2007, reports PRIMEDIA@HOME, specialist in the field of direct-to-consumer marketing and product activation promotions.

The company reported that retailers reacted in different, albeit innovative ways, to the slowdown in trading, with Woolworths offering a 20% discount on certain lines and auto dealers punting a seven-month "payment holiday" on new purchases, compared with the usual three-month holiday.

PRIMEDIA@HOME expects to see more and more retailers turn to direct, precision-based marketing in an attempt to rejuvenate and maintain sales volumes in 2008.

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