POWER OF ONE: Macys.com will use one-to-one e-mail marketing to alert customers to fall fashions this year. Using technology from Digital Impact, San Mateo, Calif., Macys.com will send out as many as 25 tailored messages to its customers before the end of the year. Macys.com began using one-to-one e-mail as a marketing tool last spring. It expects to have one million customers on its e-mail recipient list by the end of the year, said president Kent Anderson. He noted that the company is trying to determine exactly what messages get the best response from consumers.
E-COM ADVICE: The National Retail Federation has formed a coalition to help retailers evaluate their options in electronic commerce technologies. Comprised of executives from electronic commerce companies, the Internet Commerce Council’s founding members include Be Free, EGain Communications, IBM, Intel, Netcentives, Net Perceptions and Oracle.
“As retailers do business on the web, they often have questions about the many Internet retailing tools available to them. The ICC provides a forum for NRF members to discuss strategic issues and share ideas to determine the solutions that best fit their needs,” said Tracy Mullin, president of the NRF.