Engaging Consumers

In the past, most direct marketers followed the axiom “Keep it simple, stupid.” These days progressive DMers offer consumers a breathtaking array of options but also allow them to help design the products they buy. Visit the Mercedes-Benz site and you'll be invited to “build your own car,” choosing the model, color, features and options you want, as well as financing terms that work for you.

Homemade Gourmet offers a week's worth of customized, prepackaged gourmet meals for working moms and others who just don't have the time or desire to cook. According to president John Himelfarb, consumer involvement is a home run for his company.

“For many women, the choice not to cook dinner for their families can carry a heavy load of guilt,” he says. “What we're offering these consumers is the chance to be personally involved in the selection of recipes, ingredients and even the adherence to specific tastes and dietary restrictions, without having to devote hours of their day to the process.”