The VIP Profile
To hold a private sale at six stores in North Carolina and Tennessee, Ann Shachtman, CEO of NOW! AudioVideo, categorizes her list of customers who have spent $200 or more during the past three years (about 30,000 names) by store location. In March and in August, the retailer holds private sales at two stores a night, so Shachtman and her husband, Richard, can personally greet customers.
NOW! AudioVideo is always updating its customer list, and after every sale, Shachtman said, "We try to analyze the recency, frequency and dollars spent."
In addition, NOW! AudioVideo contracted with its local newspaper, The News Observer, based in Raleigh, to help clean its customer list by running it through the National Change of Address registry once a year.