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Fabulous Direct Marketing Links!
2008-03-14 19:13:00
Welcome to another edition of the Friday Blog Log! We've got another famous line-up of excellent blog posts for your reading pleasure.Our first post comes from Gordon Whyte's Blog of the Daily Challenges of the Entrepreneur. HA! And, there are many. This is an interesting read because it in, he presents an article from a leading futurist thinker, Ray Kurzweil. Kurzweil discusses the evolution on mankind from big bang to now and into the future, and how this evolution will impact the way that both entrepreneurs and big business alike manage and conduct business. The most interesting fact to us is that those who continue to be nimble and proactive will survive. Companies will have to "abandon redundant strategic planning techniques and leadership models designed for the industrial age" in order to compete in the present and future global economy.Next, is a good post for us all to have on hand as we come up with our big ideas and want to get some press. In the DM News post, "W...
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Direct Marketing Data Costs
2008-03-13 17:15:00
Just in from Direct Magazine, this report on the price of data and leads. The article cites a Worldata study called "Winter 2008 List Price Index", and it reports on changes in data costs year-over-year.Very interesting stuff, especially if you need help in budgeting list costs. Here are some highlights of the study:The cost for e-mail lists is decreasing slightly (by $2 per thousand, while consumer e-mail lists dropped by $3 per thousand). But e-mail lists still remain fairly pricey, at an average cost of $287 per thousand for permission-based B2B marketing and $135 per thousand for B2C permission e-mail.The average cost for Donor lists is $85 per thousand.Business Merchandise Buyer lists go for $118 per thousand while Consumer Merchandise Buyers average $103 per thousand.Consumer Magazine Subscriber list costs average $108 per thousand.And, this quote from the Direct Magazine article should help you understand what to expect when you are buying lead data."Cost-per-lead data, whi...
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How to Use CRM to Make the Customer King
2008-03-12 15:30:00
There is a renewed sense of emphasis on customer satisfaction these days. As business owners, we want to keep and grow the customers that currently do business with us. As our businesses become more complex, it becomes more difficult to accomplish this task. However, if you use a little common sense and ingenuity, you can make your customers feel like royalty.Consider Fairmont Hotels as an example.According to Canadian Business Online, Fairmont took customer satisfaction into their own hands seven years ago when they split off from Canadian Pacific. In 2005, they decided to create a central repository of information specifically around their customers -- all of the bits of information that they collected about them -- including what they desired when they visited a Fairmont Hotel. This obviously was not an easy task. They tied together all hotel databases and created one view of each guest, no matter where they stayed."For us, it was all about capturing information about our g...
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Update on European Direct Marketing
2008-03-11 16:29:00
I'm always fascinated with reports on marketing in Europe. The UK, for instance, seems to be the leader in terms of business intelligence and CRM installations. Some of their large financial institutions, for example, seem much further along in realizing one-to-one marketing than similar US firms.That's why this article from UTalkMarketing really surprised me. From the article:"The majority of senior European marketers either do ad hoc or carried out no evaluation of their marketing campaigns, new findings from marketing software company Aprimo reveal.Market research from the company showed 68 per cent of marketers were in the dark over the impact of their campaigns."Wow! To me not being able to track a campaigns' success just seems like a waste of money.The article cited a few reasons why companies weren't able to close the loop and implement sound measurement systems. They included:The inability to integrate systems and processes within an organizationThe lack of direct marke...
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Case Study Monday: Boosting ROI With Segmentation
2008-03-10 16:23:00
As you probably know by now, we're bullish on taking an analytical approach to your direct marketing strategy. We believe that by using the right data with analytics will give you the best bang for your DM buck. We continually preach this perspective because we still see many companies continuing to direct market using just data with no real intelligence behind it -- just a gut feeling. This sort of stuff just drives us crazy!Hence, this week's Case Study on utilizing segmentation to increase your ROI. It comes to us from Experian via a DM News webinar. The Case Study looks at a few different firms and how they utilize custom segmentation systems to add to their profitability. We hope you enjoy it!Correct Household Segmentation Boosts ROIChoosing the right household segmentation can help increase your return on investment by more than 37 percent. That was a key finding from a DM News webinar sponsored by Costa Mesa, CA-based Experian, a provider of analytical and informati...
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Lovely Links
2008-03-07 17:34:00
We've been struggling with how to incorporate mobile marketing into our mix, and this post from Jonathan Staret's Text Message Marketing Blog brings the channel into better focus. He talks about Walmart's use of text messaging, both the good (10% of the customers offered, opted in) and the bad (they regularly send 3-4 texts at a time). Interesting read.And, Jim Berkowitz's CRM Mastery Blog had this excellent entry about the importance of communication between sales and marketing. Interesting, sales folks have a better perception of the relationship than do marketing types. Hmmm. For those of us marketers responsible for lead generation for a salesforce, we may be under-valuing their efforts, and we should probably stop that...Just in case you've ever wondered if you're more of a revolutionary than a "wait-and-see", you need to read this Experience Curve post. Titled Social Media Biggest Shift in Marketing Strategy Since Television, it provides some excellent stats and com...
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Direct Marketing Message
2008-03-06 19:51:00
It is very interesting to see how our world is changing in terms of what resonates with the consumers or businesses that receive our marketing messages. In fact, there is a growing school of thought that believes that you can't push out DM messaging very effectively at all anymore. Nope, it's all about customers getting involved with the conversation about your product and providing their feedback to other "would-be" customers. The world of Social Marketing is proving this to be true.So, are our traditional direct marketing efforts a waste of time? Happily for us, the answer is no. However, there are definitely some important factors to consider when creating your message. One author, Clayton Makepeace, thinks that one of the main reasons why this shift is occurring is that the Gen-X generation is one of the largest purchasing audiences today. Gen-Xers are between the ages of 26 and 46 years-old and are, as a group, highly skeptical and cynical. Hence, they are going to be...
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Measuring Social Marketing
2008-03-05 17:24:00
One of the basic elements (and benefits) of any direct marketing campaign is the ability to track and measure results. That's a primary reason why we like this business so much. You get the gratification that the marketing dollars spent resulted in positive results (like new leads acquired, new sales made, etc.).So I was really pleased to come across this article that seriously attempts to quantify the value of Word-of-Mouth marketing: What's a Conversation Worth?"LET'S SAY YOUR GREENEST FRIEND recommends the latest hybrid vehicle. Or a dairy-sensitive "foodie" suggests you try some new vanilla flavored soy milk. Or your frugal father-in-law steers you toward a particular variety of charge card. Few would question the power of these types of recommendations. After all, they cut through advertising clutter with relevant advice from trusted sources. This elusive credibility led marketers to spend over $1 billion on word-of-mouth programs last year, despite the fact that nobody se...
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E-Marketing More Important than Ever to a Solid Direct Marketing Strategy
2008-03-04 17:16:00
There has been a lot of talk about e-mail marketing in the news -- more than ever before. Marketing Sherpa has just completed their e-mail summit in Miami and they've written an article about the key takeaways from the deep dive into e-marketing. It sounds like it was a great event!Since the article will only be available for a few more days, I'll note all 12 of the key takeaways gathered from summit participants here in their entirety. This is really great food for thought and we hope you enjoy them as much as we did.Takeaway #1. Become more than a marketerThe days of simply dedicating yourself to designing email or multichannel campaigns and then testing them are over. Marketers now have to learn how to think like their IT people, their financial officers, and their other top execs.Why should you put on "the hats" of people who have other jobs?- To pre-empt IT-related gaps in the production pipeline. Many email directors brought IT people with them to get them on the same pag...
More About: Direct Marketing , Marketing Strategy , Strategy , Direct

Case Study Monday - Segmentation = Success!
2008-03-03 17:16:00
By now, you probably know our stance on segmentation. We believe in it! RRW specializes in building customized segmentation systems for our clients. But, we're happy to report on results of a more off-the-shelf approach, such as this one offered by Claritas. Here's their case study in-full.Improving Direct Mail Response with Segmentation Situation OverviewLettuce Entertain You Enterprises, a Chicago restaurant company, wanted to implement a direct mail program to help increase patronage at its two restaurant concepts (Tucci Benucch and Twin City Grill) located in the Mall of America in Minneapolis, MN. Location had posed a challenge in the past in developing a consistent customer base for the restaurants. Their goal with this direct mail program was to develop a regular, local clientele and improve the frequency of visits.StrategyLettuce Entertain You Enterprises used a Claritas lifestyle segmentation system to study the Minneapolis market in-depth from the point of growth and ...
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Great Links
2008-02-29 18:57:00
Welcome to this week's edition of the Blog Log! Here are our favorite links of the week. We hope you enjoy them!1. Dana Blankenhorn: What Starbucks Can Learn from Barack Obama. This post resonated with me because for years, I could travel nowhere without knowing where the closest Starbucks was. Actually, that is still true. I am a true addict. As Dana points out, Starbucks has lost their customer focus, and I think it's because they have grown to be such a giant. Dana thinks that it's because they don't really focus on the customer relationship. And, he actually provides them pointers on how they could do a better job. In addition, he feels that they could learn a lot about CRM from watching Barack Obama and his flawless campaign of bringing people into the campaign and creating loyalists. This is a great and humorous read -- we think you'll enjoy it, too!2. Bob Sullivan: Does it take a Recession to Shape Up Marketing Efforts? Hear, hear . . . is this recession a self...
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Mobile Marketing and the Presidential Race
2008-02-28 17:09:00
If you've been tuning in to the already almost year-long Presidential race, you know that this one has been very different -- on many levels. Not only have we had a longer head-start to understand the various contenders, but we have also seen an unprecedented number of debates and other "media moments" thus far. And we still have almost 9 months to go before the election!Direct marketers have definitely been involved in this process. And this time around, it's gone further than direct mail and telemarketing campaigns. Case in point . . . according to DM News today, mobile services firm, Mogreet, is jumping on the election bandwagon with a new free video text service. According to the article, “It's all about empowering young voters with a voice through the channel that they know best,” said James Citron, CEO of Mogreet. “The youth vote is very important in this election and using new media channels is the best way to reach a younger demographic.”And, as we've seen t...
More About: Marketing , Mobile , Mobile Marketing , Race

Intelligent E-Marketing Campaigns
2008-02-27 16:20:00
E-mail marketing is definitely becoming the darling of all of the direct marketing channels. In the past, it was looked at with skepticism -- and e-marketers were oftentimes branded as spammers. We're happy to say that the world has finally caught up! Many of us want to be contacted by e-mail. It's just easier than talking to someone or even opening up a piece of mail. Spam definitely is still an issue but most folks have either implemented excellent spam filters or are getting good at going through and getting rid of spam manually. All in all, when I get an e-marketing message that is relevant to me, I'm happy to read it -- and very likely to respond.Case in point, last week K&L Wine Merchants sent me an e-marketing message regarding two great wine selections that they were featuring on sale. As an avid red wine drinker (ever wonder what RRW stands for--think UB40), both were big reds -- a Beaulieu Vineyards Tapestry Red and a Sterling Vineyards Cabernet. The price po...
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Direct Marketing Strategy: Data Mining
2008-02-26 16:54:00
We talk about direct marketing strategy in just about every blog post. The reason why we do this is because we see so many marketers in a frenzied state -- just trying to get the campaigns out on time without fully thinking through how they will track and measure them on the back end. Therefore, this step never occurs, or occurs only as an afterthought. So, the value of it is diminished -- it becomes more of an exercise than a defined part of your overall strategy.What to do about this? Well, we found an excellent article in MultiChannel Merchant today that gives you some excellent advice on how to integrate data mining into your strategy. The article, written by Rich Brough or Transcontinental Database Marketing in Toronto, provides his ideas on what he feels are "the six stages in the hierarchy of data analytics, and the value of each to a well-rounded strategic approach." Brough emphasizes that the first thing that marketers need to employ is a consistent approach up-front ...
More About: Mining , Direct Marketing , Marketing Strategy , Strategy

Case Study Monday: World Vital Records
2008-02-25 17:15:00
On of our business goals for 2008 is to include more social marketing strategies in our direct marketing tool-kit. Therefore, we’re always looking for success stories of marketers who have figured out how to use social marketing to grow their business. We were intrigued by this case study, published in its entirety on Marketing Sherpa. Situation Overview Paul Allen, CEO, World Vital Records, wanted to use social networking as the strategy to market his subscription-based genealogy research service. His team created their own social networking site, FamilyLink.com, last spring to help genealogists create family trees and connect with researchers around the world. The Challenge So how did he go about augmenting the FamilyLink network of approximately 30,000 registered users? Allen’s idea was to take advantage of Facebook’s 64 million active users. “Our own social network is growing slowly, and it’s going to be a big part of our future strategy, but Facebook is the big...
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Blogs we Like!
2008-02-22 17:33:00
Another great week for bloggers, and those who like to read blogs.We'll start off by pointing you to this post from Customers Rock. Author Becky Carroll provides an excellent example of how companies can earn a customer for life, relaying a personal situation that involved her skateboarder son. Her post is just as interesting as was her luncheon presentation on Social Media made this week at the San Diego DMA (which Nancy was happy to attend).While we're on the topic of customer service, check out this blog post from Marketing Shift, titled: Customer Service as Marketing Tool. It discusses Friendly Computer's strategy of marketing their excellent customer service as a differentiator. If they do, indeed, come through on their promise and deliver a great experience, I think that great customer service is definitely a selling point.Greg Verdino posed this interesting question on his blog: "If we literally turned off all this social media / Web 2.0 stuff for a day would busines...
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Mortgage Companies Still Upbeat!
2008-02-21 17:38:00
You're probably saying NO WAY! How can mortgage companies possibly be upbeat with the subprime fiasco and the demise of so many mortgage lenders?Well, according to yesterday's New York Times article entitled, No Lull in Mortgage Pitches, these companies are continuing to pump out upbeat messages to encourage consumers to continue to pursue the American Dream of homeownership. Countrywide's ad, for example, touts that "Countrywide can show you the way home." Bank of America's ad: "Homeownership is the best medicine." In addition, the article reports that "the National Association of Realtors is running national television ads saying there has never been a better time to buy a home. Home values nearly double every 10 years, the commercial claims, showing a young couple walk up to their white colonial-style home."For direct marketers like us who have spent the last few years serving this industry with targeted multi-channel marketing campaigns, this is music to our ears. Compan...
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Improve Customer Satisfaction
2008-02-20 17:34:00
From today's "DM News": Customer satisfaction down again"Overall customer satisfaction declined in the fourth quarter of 2007, marking two subsequent quarters in which a decline was posted, according to the American Customer Satisfaction Index, released today by the University of Michigan.In the fourth quarter, the index fell to 74.9 on the ACSI's 100-point scale, down 0.4% from the previous quarter. This news, combined with increasing unemployment, declining house prices, tighter credit, high levels of household debt and rising fuel and food prices is likely to pose challenges this quarter for consumer spending growth, according to the ACSI."Here's the question I pose today: Is customer service related to the economy? Will, as the article contends, low customer satisfaction equate to less consumer spending?If so, then it's critical that companies get focused on their customer. Today--not tomorrow.I'm a firm believer that we can do lots to improve the customer experience, e...
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Smarter Marketing: Using Modeling to Improve Direct Marketing Success
2008-02-19 15:29:00
By now, you probably know that we are huge proponents of utilizing an analytical approach to direct marketing. As a matter of fact, our clients have told us that this is the core competency that sets us apart from our competitors. As such, we love it when someone has come up with a new analytical idea that assists direct marketers in more effectively reaching a specific audience.DM News reports today that TransUnion and Edgar, Dunn and Company have come up with such an idea, and have built a model that is currently in the testing phase with one of their largest customers to do just that -- help credit card companies more effectively target consumer revolving credit card users. According the the article "The Revolver Model is marketed primarily to credit card issuers, banks and other financial institutions that issue credit cards. It shows consumer preferences on managing credit card balances, credit card use and use of other forms of payment, such as debit cards and cash, and is ...
More About: Marketing , Direct Marketing , Success , Direct , Modeling

Case Study Monday: B2B Database Marketing
2008-02-18 17:18:00
We wanted to share today's case study because it illustrates how vital the company database can be. Sure, most direct marketers understand the importance of database marketing when we're talking about companies with hundreds of thousands of customers (think financial services or telecommunications firms). We liked this case study because it is all about maximizing customer data in an industry where the database is not typically considered a huge asset. Industrial products firm, Lawson Products, realized success when they turned their focus on the customer, all enabled by their new focus on database marketing.By the way, this article, in its entirety can be found in BtoB Online.Company BackgroundLawson Products sells and distributes a huge number of products—including screws, rivets and related fasteners—to the aerospace, agricultural, automotive, construction and transportation industries.The company's 2007 sales of about $520 million was virtually unchanged from 2006. Reven...
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Great Links!
2008-02-15 16:42:00
Welcome to another edition of the Friday Blog Log! Here are our favorite links of the week. We hope you enjoy them as much as we did!To start off, we loved this post from the Email Marketing Feed blog. This is a blog that collects all things e-mail marketing and reports it to the world. imediaconnection.com is the author of this particular post and they do a good job of discussing how to create e-mail messages that take into account the user experience when receiving the message. Oftentimes, as we create our e-mail messages, we focus primarily on the content, the offer and the target market. This is all very important, too. However, this post talks to the importance of conducting some simple usability studies that take mere hours to increase the open and response rates of your message. This post gives some examples of how to integrate this into every campaign. It's jam-packed with great information!Our second link comes from e-consultancy's News and Blog post on Forrester'...
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We Love Event Triggers!
2008-02-14 17:12:00
I'll start by apologizing for the gratuitous heart pic and the "Love " in the headline. But, hey, come on--it's Valentine's Day!And, we DO love event triggers, primarily because of how they typically boost response rates of our clients' direct marketing campaigns.So, what are we talking about here?We define Event Triggers as changes that happen in your customers' lives that impact how they might want to transact business with you. As a marketer, if you can develop an understanding of these life event triggers, you can exploit that knowledge by offering your customer the product or service that she needs at that specific point-in-time. A powerful concept. When done right, the marketer will see a huge lift in ROI for a trigger-based campaign, and they'll best serve their customer by anticipating their needs.I enjoyed this article from DMN Directives, a Canadian forum on data-driven marketing strategies. Authored by Rick Makos, the President of Teradata in Canada, the article...

CRM Delivered Via Software-as-a-Service Solutions
2008-02-13 17:21:00
HA! We've come across yet another direct marketing term and acronym -- SaaS (AKA Software -as-a-Service ). What this term describes is the increased ability for companies to deliver CRM to their global workforce via flexible software that can be utilized by large numbers of users in different places. As companies expand and their product/service offerings are extended, this becomes increasingly important for both sales, marketing and -- most importantly -- customer satisfaction.A recent press release reports on a survey conducted by the Aberdeen Group (a Harte-Hanks company). It reports that "the top pressure causing all organizations to focus resources on SaaS as a CRM delivery method is the need to provide access to account information anywhere to an increasingly mobile and global workforce." The survey reported that "Best-in-Class companies indicated that they currently blend organizational capabilities, such as the ability to provide remote access to employees (95%) and CRM ...
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Quick and Easy (and On-Target) E-mail Guidelines
2008-02-12 18:14:00
Like most people, I like receiving my information in easy-to-digest portions. Sadly, when the information is digest-able, it typically doesn't have all that much value.That definitely is NOT the case with this article: The 7.5 rules of e-mail marketingIf you dabble in e-mail marketing, even if it's just to send out a corporate newsletter, this DM News article will provide insight on how to improve your program. And, even if you're a high-volume, experienced e-mailer, I think you'll benefit from a quick read.The author provides tips on how to ensure your e-mail program is a success. The last 1/2 of a tip is actually a reiteration of an earlier tip that the author considers critical. I'll spoil the suspense and share this tip, which was worth mentioning twice. The tip: Get Delivered.From the article:"Get delivered. Keep your e-mail file size small — around 40K is recommended. Avoid spam-trigger words like “sale”, “free” and “offer”. Limit use of images, which c...
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Case Study Monday: Hay House and Lyris
2008-02-10 23:13:00
Welcome to another edition of Case Study Monday . This week, we are featuring e-mail marketing specialists Lyris Technologies and their client, Hay House . We hope you enjoy their success story as much as we did!Company BackgroundHay House publishing was launched in 1984 by Louise Hay with the printing of her seminal book entitled, “You Can Heal Your Life.” The book, a collection of affirmation philosophies written to support people with AIDS, was sold initially via word of mouth. It eventually made it to the New York Times bestsellers list where it remained for 12 weeks. To date, the little blue book (as it became known) has sold over 42 million copies. Thus, Hay House was borne along with the entire genre of Self Help titles, now one of the biggest-selling sections in most bookstores. Today, Hay House publishes more than 300 books and 450 audio titles on health,spirituality, and self-improvement, and this year they expect to gross over $80 million in sales.Hay House reached ano...

Great Links!
2008-02-08 17:27:00
Welcome to another edition of our Friday Blog Log!The first link that we're featuring today is from Jesse Sands, of RoughStock Studios Blog. Jesse's blog post on Recession-Proof Marketing is a good read. We like Jesse's style! She discusses how to look at direct marketing spend in the time of an economic downturn. She brings up some great points for us to use in consulting with our clients, as well as for an internal look at our own businesses.Staying on the same theme, take a look at Peter Kim's link that discusses why it may be difficult to make Mobile Marketing work -- particularly in this time of economic downturn. Peter is blogging from a recent OMMA Mobile Conference. Like Social Media was, Mobile Marketing is now in the beginning stages of marketer acceptance and use. There are some good reasons for this, as Peter outlines in his post. The good news is that he is also conducting some research on how to make Mobile Marketing work for you -- even in these turbulent ...
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Decline in Credit Card Mail Volume
2008-02-07 17:41:00
Direct Magazine reports today: Subprime Woes Cause Credit Card Mail Decline."Credit card direct mail volume declined during the fourth quarter, as issuers were strained from the fallout of the subprime mortgage crisis and unsure about the economy, according to Synovate."Well, this news comes as no surprise, right? Card issuers rely on consumer credit data from the credit bureaus to make decisions as to who is pre-approved for their card. And, typically, the sweet spot, the perfect target, are those consumers who are a tad stretched financially, hence have a need for more credit. Yet, that consumer still must have the ability to pay their monthly bills.As more and more consumers are stretched to the point where they can no longer even pay their mortgage, there are fewer qualified (and needy) consumers to market credit cards to.But, don't feel too sorry for the credit card companies...I was floored by this fact from the article: "Overall credit card mail volume for the year was ...
More About: Credit Card , Volume

Direct Marketing Skills Still Valued
2008-02-06 17:04:00
In these turbulent economic times, it's refreshing to see some good news for our industry. It seems that the core skills of database marketing and analytics continue to be valued by employers. From BtoB Online's Daily Report:"Two-thirds of marketers (67%) says resources for database and analytics to support online marketing efforts call for the most marketing investment this year, according to Alterian, an enterprise marketing company, which released the results of its fifth annual marketing survey on Tuesday."Interesting that this survey calls out "online" marketing, but we'll take that! Database marketing and analytics expertise are definitely transferable.We challenge direct marketers to think outside the box and consider how your skills can apply to many different areas of marketing. Even if you've only had specific experience in, say, direct mail, so many of the disciplines you use can be translated to online marketing. And, if that is where companies are investing, th...
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Customer Data Management is Good for the Environment!
2008-02-05 17:00:00
Green marketing and direct mail seems like an oxymoron. I don't know about you, but I still get a ton of direct mail (and I love it, as you know). As an environmentally-minded person who is involved in direct marketing, nothing makes me madder than direct marketers who over-mail for no good reason. Case in point: My husband fancies a tall-person's retailer, Rochester's Big and Tall. Therefore, I normally purchase clothes for him from these folks. I love getting their catalogs, particularly around the various holidays. However, not only do I get a catalog from them at my home address, my husband gets his very own copy at our home address, and I get a third copy at our post office box. Now, being a good direct mail steward, I have contacted Rochester's to tell them that we really only need one catalog -- not three. I just called them again (because I just received more catalogs -- hence the rant), and I'll let you know if it works this time around. Grrr.So, what's my poin...
More About: Environment , Management , Data , Customer , Good

Case Study Monday: InfoCentricity and First National Bank of Omaha
2008-02-04 16:54:00
As you know, we are firm believers in the power of data and analytics. When direct marketing professionals are able to use technology to improve performance, I love hearing about it. We hope you do, too :)Here's a success story from InfoCentricity, an analytic solutions company that helps companies discover and leverage key insights hidden in their data. Their software, Xeno, helps direct marketers and risk management professionals build predictive models, perform profiling and create clustering solutions.First National Bank Investing Successfully in Predictive Analytic InitiativesIn a recent marketing campaign, the bank achieved a 10 percent increase in net response rates using prediction scores developed with InfoCentricity's Xeno.With over $17 billion in managed assets and over 7,500 employees, First National Bank of Omaha ranks as one of the fifty largest banks in the U.S. First National is the fifth-largest in-house credit card processor, the seventh-largest merchant proces...
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