Service Merchandise Taps PARADIGM as Online AOR

PARADIGM Interactive
was named online agency of record by Service Merchandise.

PARADIGM said it will use its results-oriented direct response marketing
approach to drive transactions on the Service Merchandise Web site,
buying and placing online ads.

In addition, PARADIGM Interactive will provide the company with strategic
marketing advice in all aspects of Internet commerce. Service Merchandise
sells a wide assortment of jewelry, gifts and home products. Billings were not
disclosed.

“As we expand our online presence, we were looking for an agency with superior
Web, retail and direct marketing expertise that could leverage its experience
and network with contacts to build online partnerships on our behalf,” said
Tracy T. Gibbs, director of interactive media, Service Merchandise. “PARADIGM
Interactive was the natural choice for us, and will help us refine our entire
electronic commerce initiative from relationship marketing to customer
databases to privacy issues.”

Service Merchandise operates 355 stores in 34 states.
PARADIGM Interactive is a division of PARADIGM Direct Marketing Inc., a full-
service direct response and database marketing firm.