There are many benefits to knowing who your customers are – including the ability to rapidly respond to changing market conditions. In just three weeks from the date Manhattan banned trans-fats, Bunge launched a promotion to its customers of trans-fat products.
Communicated via the ExtraPoints newsletter and postcards versioned for buyers and non-buyers, this promotion allowed Bunge to offer street customers a compelling trial offer without the cost of an in-person sales call. (And it will just take a “click of a mouse” to replicate when other states follow suit.)
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