Va. Wine of the Month
Background: "Virginia is for Lovers" as the slogan goes, and is also home to many vineyards with great wines. The Virginia-based Wine of the Month club (WOMC) has been popular in the mid-Atlantic for more than a decade, and was recently acquired by The Virginia Company.
DMSI Solution: This presented a challenge for Willis Logan of the Virginia Company: how to fold in all WOMC member orders from an Access database into the Virginia Company's corporate database (Mail Order Manager). Willis asked DMSI to perform the database conversion, based on our experience with both Access applications and M.O.M. The resulting conversion was pleasing to both Willis and his customers: "We completed the transition without skipping a beat - Bruce's help was invaluable". In Part 2 of the database project, DMSI configured the RFM analysis feature of M.O.M. for the Virginia Company database. RFM (Recency, Frequency, and Monetary Value) is an approach to scoring your customer database, since all customers are not alike. In this way, organizations are able to cut mailing costs by sending catalogs to the highest scoring customers most likely to respond. This is targeted direct marketing at its finest.