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Next Turns DM Back On With Good Effect

Next is making a return to direct mail after finding that a drop in the amount sent by rivals meant it is now more effective and has a positive impact on its business, boosting new customer numbers and profits. Speaking to Marketing Weekat an event to announce its first half results, Next boss Lord Wolfson said the retailer had switched off its DM marketing over the past six or seven years. With the volumes sent out by brands much lower now it has “turned it back on” and found that it helped to increase sales in the UK.

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