How do you get across the size and breadth of a new product offering?  Get your own zip code!  Saks Fifth Avenue has talked the US Postal Service into giving them a vanity zipcode (10022-SHOE).  Interesting example of differentiation in a space where few people would have thought to explore. 

I have inquired about getting my own zip code for the area around my desk here in San Francisco.  I will keep everyone posted.

Rick Corteville