HouseHold Direct Inc., formerly RDI Marketing Inc., Bloomfield, CT, which runs membership clubs, said it was changing several media and consulting relationships to accommodate recent investor concerns.
Specifically, the company has fired Fortune Marketing and Capital Consultants Inc., and intends to retain an unnamed West Coast firm to handle its investor relations. It is internally creating a database of investor contacts in order to provide regular notification on company progress.
HouseHold Direct also said it will initiate the testing of a direct marketing and investor awareness campaign geared to reach nearly 1 million consumers. The company is in talks with one of the nation’s largest credit card marketers to test several solicitation programs.
HouseHold Direct said that it has received inquiries from other buying club operators that have requested to be considered for consolidation. Last month, the company announced it was buying the Unimart Group, including its seven membership clubs.
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