Fact Sheet

WHAT IS THE ELECTRONIC RETAILING ASSOCIATION?
The Electronic Retailing Association is the trade association for companies who use the power of direct response to sell goods and services to the public on television, online and on radio. ERA serves as the cohesive voice for multi-channel marketers while promoting government affairs initiatives and regulations designed to protect direct marketers’ bottom line. ERA is a member driven organization that has grown steadily since its inception more than 15 years ago and now represents over 400 direct response companies worldwide.

WHO BELONGS TO ERA?
ERA represents the leaders of direct response, and member companies include product suppliers (inventors, manufacturers, retail distributors), internet retailers, media buyers and sellers, distributors, specialty services (call centers, fulfillment centers, back-end up-sellers, continuity marketers), integrated marketers (ad agencies, home shopping channels), infomercial producers, suppliers of additional resources (law firms, software development firms) and many more. The direct response industry has expanded rapidly in recent years, as an increasing number of traditional companies are now integrating direct response television, radio and online advertising into their ad campaigns.

HOW DID ERA BEGIN?
ERA began in 1991 as the National Infomercial Marketing Association with nine founding members. However, as e-retailing developed and evolved into multi-channel direct response throughout the 1990s, ERA members realized the need to broaden the scope of its industry representation and changed its name to the Electronic Retailing Association in 1997. Now, ERA represents over 400 companies in 45 countries, and continues to expand. More and more traditional advertisers, corporate brand marketers and Fortune 1000 companies are realizing the effectiveness of direct response and understand that ERA is the voice that represents and protects the industry.

ERA’S MISSION
Drive, grow and shape the future of electronic retailing.

ERA’S VISION
Be the universally-recognized authority, resource and voice for electronic retailing.

ERA CONTACT INFORMATION
Electronic Retailing Association
2000 North 14th Street
Suite 300
Arlington, VA 22201
Phone: 703.841.1751
Fax: 703.841.1860

ERA Europe
45 rue de Villeneuve
Garches 92380, France
Phone: + 33(1)45.26.51.04
Fax: + 33(1)45.26.51.04