COVER PHO TOGRAPHY: DARIO ACOSTA
Moulton Logistics is the Smart Fulfillment™ Leader
(800) 808-3304 | www.moultonlogistics.com
22No Diamond in the Rough CMO Johanna Tzur says JamesAllen.com’s
success as an online diamond and bridal jewelry retailer
comes from sparkling clarity about its performance-based
marketing tactics and customer focus.
BY THOMAS HAIRE
28The Expanse of Digital As digital continues to expand, more marketers
are being urged to look at it not as its own entity, but as
part of a broader advertising strategy.
BY BRIDGET McCREA
DIGITAL GOODS MARKET
34Service With a Smile In a consumer world that’s becoming more
mobile and personal by the day, how are digital goods
marketers finding new ways to stand out?
BY PAT CAULEY
CONSUMER JOURNEY: ONE YEAR LATER
42The Personal Touch Personalized interactions and a big assist from
digital technology are shaping up new strategies and
performance goals for 2018.
BY NICOLE URSO REED
Response (ISSN 1523-7656) is published monthly ( 12
issues) by Questex LLC, 757 Third Ave., 5th Floor, New
York, NY 10017. Corporate Of;ce: 275 Grove St., Ste.
2-130, Newton, MA 02466. Sales and editorial of;ces:
2600 Michelson Drive, Ste. 1700, Irvine, CA 92612.
Annual subscriptions ( 12 issues) are $99 in the
United States and Possessions, $99 in Canada and
Mexico and $139 in all other countries. Two-year subscriptions ( 24 issues) are $158 in the United States and
Possessions, $158 in Canada and Mexico and $228 in
all other countries. For air-expedited service, include an
additional $75 per order annually. Single copies (prepaid
only) are $8.25 in the United States, $8.25 in Canada
and Mexico and $15 for all other countries. Add $6.50
per order plus $2 per additional copy for U.S. postage
and handling. If shipping outside the U. S., include an
additional $15 per order plus $3 per additional copy.
Response does not verify any claims or other information appearing in any of the advertisements contained
in the publication, and cannot take any responsibility
for any losses or other damages incurred by readers in
reliance on such content.
Response welcomes unsolicited articles, manuscripts, photographs, illustrations and other materials
but cannot be held responsible for their safekeeping
Questex LLC provides certain customer contact data
(such as customers’ names, addresses, phone numbers
and e-mail addresses) to third parties who wish to pro-
mote relevant products, services and other opportunities
which may be of interest to you. If you do not want
Questex LLC to make your contact information available
to third parties for marketing purposes, simply call
toll-free 866-344-1315 between the hours of 8: 30 am
and 5 pm C T and a customer service representative will
assist you in removing your name from Questex’s lists.
Outside the U.S., please phone 847-513-6024.
Periodicals postage paid at Ne w York, NY 10199 and
additional mailing offices. © 2018 Questex LLC All rights
reserved. No part of this publication may be reproduced
or transmitted in any form or by any means, electronic
or mechanical, including photocopy, recording or any
information storage or retrieval system, without permission
in writing from the publisher, Questex LLC Authorization
to photocopy items for internal or personal use, or the
internal or personal use of specific clients, is granted
by Questex LLC for libraries and other users registered
with the Copyright Clearance Center, 222 Rosewood Dr.
Danvers, MA 01923. Telephone: 978-750-8400. For
uses beyond those listed above, please phone Wright’s
Media at 877-652-5295.
Canadian GS T number: 840033278RT0001,
Publications Mail Agreement Number 40017597.
Printed in U.S. A.
POSTMASTER: Send address changes to: Response ,
P.O. Box 1267, Skokie, IL 60076-8267.
The Magazine for Media, Technology, and Commerce