STORE GUARDS ITS TURF WITH DATA BASE

PAW PAW, Mich. -- Paw Paw Shopping Center here responded to the arrival of deep discounters in its market by stepping up its electronic marketing program.The rewards of studiously tracking shopper activity, coupled with a direct mail marketing campaign, were substantial: The store's most profitable shopper base was identified, targeted by a special mailing -- and preserved. "That was our payback,"

PAW PAW, Mich. -- Paw Paw Shopping Center here responded to the arrival of deep discounters in its market by stepping up its electronic marketing program.

The rewards of studiously tracking shopper activity, coupled with a direct mail marketing campaign, were substantial: The store's most profitable shopper base was identified, targeted by a special mailing -- and preserved. "That was our payback," said Marvin Imus, president of the single-store operation.

"A year later we hav

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