David Burton

"Our research on consumer telephone number reverse append showed that it wasn't a viable option," says Dave Burton, direct marketing manager at Bob's Stores (Meriden, CT).
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"We already had a direct mail database created and were using STS' tracking tool to analyze our marketing effectiveness," says Burton.
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"Even though there are cheaper, laminated cards available, we opted for the more durable PVC [polyvinyl chloride] cards," says Burton.Arthur Blank & Company offers a proprietary bar-coded card with two miniature bar-coded key chain cards attached for added flexibility.

When customers present their cards at the checkout register, the bar code is read, which matches the customer with the purchase and credits the customer's rewards account with points.After reaching the 300-point level, customers automatically receive $10 savings certificates.Additionally, the loyalty program is used in conjunction with Bob's Stores' marketing program to promote key items throughout the year."Our loyalty members receive advance notice of our sales as well as special double-points offers throughout the year," says Burton."Depending on how customers prefer to be contacted, they can receive promotional offers via mail or e-mail."

Another benefit of Bob's Stores' loyalty program is that customers can self-monitor their point status and receive special offers at the retailer's Web site (www.bobstores.com).In the future, Bob's Stores is considering adding additional functionality to its Web site such as customer transaction histories and individual pop-up messages with personalized offers."We will eventually be able to offer customers who follow a particular sports team discounts on their favorite team's apparel," says Burton.

Presently, Bob's Stores' loyalty program is updated in batch mode on a daily basis.A program within the Connected Retailer Customer Relationship Management modules polls each store's POS register on a nightly basis and updates the Sybase database.While this doesn't cause any problems with managing its loyalty program, the retailer would eventually like to upgrade its POS registers to have two-way data flow and bring its customer knowledge to each store.Burton explains, "We want each store cashier to eventually be able to acknowledge such events as customer birthdays and appreciation for previous purchases at the moment the customer makes a purchase."

David BurtonDirect Marketing ManagerBob's Stores
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David BurtonDirect Marketing ManagerBob's Stores
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David BurtonDirect Marketing ManagerBob's Stores
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David BurtonDirect Marketing Manager, Bob's Stores

Biography:

David Burton has been the Direct Marketing Manager for Bob's Stores for 3.5 years.Bob's Stores is a casual clothing and footwear chain with 36 stores located in 7 states in the Northeast U.S.David implemented and currently manages the direct mail, e-mail, internet and loyalty programs for Bob's Stores.In 2001 he launched the Best of Bob's loyalty card program.The program is now over 1 million members strong.Before coming to Bob's Stores, David worked for 2.5 years for ZCMI department stores in Salt Lake City until they were bought out by the May Company.At ZCMI he managed their customer database and the internet site.David earned his bachelor's degree in Marketing and International Business from Brigham Young University.

At Publix , 2310 Pine Ridge Road in Naples , there was no noticeable increase in demand for hurricane supplies , store manager David Burton said.

The Florida Keys and Florida Bay remained under a hurricane warning and tropical storm watch late Saturday.If it deviates slightly north , the storm or its effects could strike the Keys and South Florida tonight or early Monday , said Krissy Williams , a meteorologist at the National Hurricane Center in Miami.

Winds in the lower Keys could exceed 75 mph today or Monday as Michelle passes , and winds in the upper Keys could exceed 45 mph , forecasters said.

- Dave Burton, Director of Database Marketing, Bob's Stores

Copyright © 2001, NSB Retail Systems PLC. All rights reserved.

Dave Burton, Database Marketing Manager, Bob's Stores

David has been with working in the field of database marketing for 5 years.At ZCMI Department Stores he worked as the New Media Director, managing the customer database as well as the ZCMI internet site.He was instrumental in developing a tiered reward program for ZCMI's house card customers.Two years ago, David moved to Connecticut and began working as the Database Marketing Manager for Bob's Stores.At Bob's Stores, he has built the direct mail program from the ground up, growing it into a robust marketing tool that sends out over 2.5 million pieces annually.

Dave Burton, Database Marketing Manager, Bob's Stores

David has been with working in the field of database marketing for 5 years.At ZCMI Department Stores he worked as the New Media Director, managing the customer database as well as the ZCMI internet site.He was instrumental in developing a tiered reward program for ZCMI's house card customers.Two years ago, David moved to Connecticut and began working as the Database Marketing Manager for Bob's Stores.At Bob's Stores, he has built the direct mail program from the ground up, growing it into a robust marketing tool that sends out over 2.5 million pieces annually.

"Our research on consumer telephone number reverse append showed that it wasn't a viable option," says Dave Burton, direct marketing manager at Bob's Stores (Meriden, CT).
...
"We already had a direct mail database created and were using STS' tracking tool to analyze our marketing effectiveness," says Burton.
...
"Our loyalty members receive advance notice of our sales as well as special double-points offers throughout the year," says Burton.