While NEBS has an extensive database of small business customers, the average customer uses only one or two products from the NEBS line. Despite receiving regular catalogs featuring their diversified product line, many customers continue to see NEBS as a forms-and-checks provider.
In addition, NEBS traditionally experiences a significant number of one-time purchases. According to Alison Durtnall, director of marketing for NEBS in Canada, only 40 percent of first-time purchasers return within a year.
In the past, NEBS has used telemarketing reps to contact new purchasers, but has met with only limited success in in fluencing repurchase. They wanted to explore a new way to encourage first-time customers to shorten their purchase cycles and diversify their product orders.
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