Fulfillment Leader Visit www.MoultonLogistics.com/demo for a free demo and learn why the biggest names in DRTV have chosen Moulton. DRTV The TABLE OF CONTENTS Today’s unhappy customers can blast negative comments online and cause product sales to tumble. 26 COLUMNS R RTV Specialists Direct-to-consumer and Retail Fulfillment CHANNEL CROSSING 40 Legal ERSP Sets High Standard for Body-Shaping Claims By Greg Sater Payment Processing New IRS Reporting Requirement Could Cause Headache for Merchants By Ken Musante Advertising Generation L: Introducing the Lead Generation By Brendan Condon 8 Your Association, Your Bottom Line Putting Our Best Foot Forward By Julie Coons FTC Forum Privacy: What’s Your Policy? By Lesley Fair Guest Viewpoint Low-Tech Industries Adopt Modern Technologies and Pass on Savings By Jack Sandbach Guest Viewpoint Create a Plan for Long-Term Retail Success By Adam Schumacher Inventor’s Corner Welcome the Winds of Change By Nicole Hait Rick Petry But Weight … There’s More By Rick Petry Bi-coastal Locatio Bi coastal Locati ns t tions Contact Center Contact Center 12 41 35 Real-time Real time DRTV Analytics 42 37 39 DRTV Software Suite Developed In-house by Moulton 50 888-765-Moulton www.moultonlogistics.com Celebrating 40 years of integrity and service. Proud to be the first in the direct response marketing industry for real-time DRTV analytics and total transparency. electronicretailermag.com ©2012 Electronic Retailing Association. All rights reserved. Published by Naylor, LLC. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including by photocopy, recording or information storage and retrieval system, without permission in writing from the publisher. Reprints of articles are available. Visit www.naylor.com, click on “Client Support” and select “Article Reprint.” 525237_moulton.indd 1 6 electronicRETAILER | January 2012 4/11/11 8:15:07 AM