Shopping center group Westfield U.K. says careful market segmentation is responsible for its customers' high willingness to sign up for its direct marketing messages. The segmentation effort means that only relevant messages are sent to each shopper, reducing the potential for annoyance by unwanted alerts, says Myf Ryan, general manager for marketing at Westfield U.K. Connecting with customers on their mobile devices is increasingly important for the company, Ryan notes.

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