Steven Dennis is well known in the retail industry. He's the head of a successful retail consulting firm, and prior to that he was Neiman Marcus’ Senior Vice President of Strategy, Business Development and Marketing. He knows marketing in the retail world, so when I came across his blog post this morning, I wanted to do more than re-tweet it.
Customers don't understand (or particularly care) that you have different databases that you utilize to target market. Customers just want to receive offers that speak directly to their needs, and be able to make purchase online, in the store or both. Retailers should remember this when blasting emails out on a daily basis, and then targeting a social media campaign while sending direct mail.
Read Steven's blog post - it's worth the few minutes!