We need to do a better job speaking to her in her language not ours. Again I mentioned the Bon-Ton language we used. We have events that we – that mean something to us but not to the outside world. Capacity days was one of our biggest events of the season, yet I still don't know what a capacity day is and neither does the customer, particularly as we try and reach out to new customers that might be [different] franchise from other retailers.We need to communicate with all of our customers. We were only communicating to about 25% of our active database. I think this is tremendously low-hanging fruit for us. Most retailers are out there buying other list to market to. We have our own internal list that we're only touching the surface on.
The Bon-Ton's CEO Presents At Goldman Sachs Nineteenth Global Retailing Conference (Transcript)
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