Nutrition Business Journal
Cracking the Code on Online Customer Acquisition

Cracking the Code on Online Customer Acquisition

Connie Hallquist is the new CEO of Healthy Directions, a legacy supplement marketer in the direct mail channel. As internet supplement sales climb and the direct mail industry slows, Hallquist must find the right balance of new media and old to best engage her aging customer base. Hallquist spoke to NBJ from her offices in Potomac, Maryland.

nbj: What's the split right now at Healthy Directions between internet and catalog?
Connie Hallquist: Our internet business represents about 20% of sales. It’s going up, but it’s probably low relative to other players in the market. I would attribute part of that to the fact that we serve a very senior demographic. Fewer older people are online-savvy. And then, honestly, our roots are in direct mail, so we haven’t been as quick out of the gate in

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