The Southside Sweetery has a loyal following. When it recently moved from its longtime storefront to a famous resort area, it took a big risk. However, the owners were confident that its unique candies, cookies, and pastries would win customer raves. Fortunately, one of the members of the family business was convinced the sweet shop needed to stay in touch with its customers. Southside collects names and email addresses of its customers and maintains a presence on a few social media sites in order to send messages about promotions and coupons to valued customers. Marketing professionals refer to this strategy as