Great moments in online marketing

September 26, 2011: Fujifilm Australia last week mistakenly emailed Big W promotional offers to its entire Harvey Norman Photo Centre customer database.

The Big W online promotion to Harvey Norman customers offered 40 percent discounts on photo books and canvas prints, and a 2-for-1 offer on calendars.

In addition, Big W uses the Fujifilm system for email blasts to market other product categories such as toys and CE products to its customers – reflecting the role that photo services play in-store as a lure for other sales.

An unsigned corrective email from Fujifilm, carrying Harvey Norman livery, commenced: ‘Today you would have received an offer incorrectly branded ‘Big W Photos’

It continued: ‘Harvey Norman Photos Online is a service provided by FUJIFILM Australia…on behalf of Harvey Norman to Harvey Norman customers. FUJIFILM Australia also provide similar services on behalf of a number of retail brands and FUJIFILM Australia maintain customer information within their database for that purpose.

‘FUJIFILM Australia and the Harvey Norman Photo Centre Online Team can assure you that your personal data is safe and has not been compromised by this incident. This is a branding error and not a leak of database information to any other service provider.

‘FUJIFILM Australia apologises for this inconvenience.’

The email concluded by offering the Harvey Norman component of the Fujifilm customer database promotional offers similar to those in the mis-sent Big W email – but upping the discount to 50 percent!


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