When Frozen DeLites Ice Cream moved from its longtime storefront to a famous resort area, it took a big risk. However, the owners were confident that its unique ice cream treats would win customer raves. Fortunately, one of the members of the family business was convinced the shop needed to stay in touch with its customers. Frozen DeLites 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