NEW ORLEANS -- The data base marketing initiative at Brodbeck Enterprises, Platteville, Wis., has generated a 4% sales increase and reduced customer counts 3% to 4% by inviting "cherry pickers" to shop elsewhere. The operator of Dick's Supermarkets has abandoned conventional newspaper advertising in favor of a 16-page direct-mail piece sent only to frequent shopper club members who achieve minimum spending levels. Customer purchasing data is collected at the point of sale and reviewed ...

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