Starbucks Picks Mozart to Boost Direct Response

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Starbucks Coffee Co. has invested in the continued growth of its direct response division by choosing CommercialWare's Mozart as its new order management system.


According to Don Askin, president of CommercialWare, Framingham, MA, the Mozart system services catalog and direct response clients such as J. Peterman and Lillian Vernon who generate between $10 million and $500 million in annual revenue. Mozart also can manage sales generated through call centers and the Web.


"As businesses like Starbucks reach a certain plateau, they need a real system that will add to that growth,'' Askin said.


Starbucks, Seattle, has seen steady annual growth of at least 20 percent in its direct response division over the last five years with revenue increasing from $6.98 million in 1993 to $21.24 million in 1997. Direct response accounts for between 1 percent and 2 percent of Starbucks' total revenue.

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