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Victoria’s Secret: CRM as the Primary Marketing Tactic in Down Economy

Amy Stevenson, Associate VP, Customer Marketing at Victoria’s Secret, shared with the attendees of RAC 2009 Show in Las Vegas how Victoria’s Secret’s objectives, strategies and metrics have been fine tuned to address new consumer attitudes and behaviors in this economic climate. She discussed how to create the optimal marketing mix to maintain customer spending when the customer’s inclination is to not spend at all. She also addressed the role CRM has in the marketing mix, and how to adapt CRM strategies as the economic situation alters.