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Online Software Offers Better Direct Marketing for Small Businesses

BY CSA STAFF

Decision Intelligence, Inc., a Minnetonka, Minn.-based consulting, analytics and database-marketing solutions company, has announced the launch of clario, its new suite of Web-hosted software services. The clario platform is designed to offer database marketing professionals the latest in analytical technology with the convenience of an online, subscription service. For the first time, database marketers and analysts can have easy, secure, Web-based access to the most powerful predictive models, advanced contact streams and more effective workflows. clario also offers an extremely innovative, easy-to-use interface and a number of features not offered by traditional software products. 

 As a Web-based platform, clario is designed to handle limitless information. Terabytes of raw customer-behavioral data can be stored and used from multiple database silos. Also, clario is offered as an online subscription service, so marketers and analysts can eliminate the need for IT support and costly hardware requirements. In addition, customers receive the newest features and software upgrades immediately, without additional installations required. And, unlike with other software products, clario requires no upfront commitments of time or money. Customers can pay for the services they use on a monthly basis at a fraction of the price of traditional analytical or modeling software. This feature allows any company, regardless of its size, to benefit from more efficient and profitable direct-mail campaigns.

Because the clario platform is an online service, the products can be used by a company’s in-house analysts or, when needed, Decision Intelligence analysts can provide consultation with real-time support in performing a number of analytical tasks, eliminating the need for expensive, specialized in-house analysts.

Three proprietary tools assist database marketers and analysts create effective, measurable and reliable marketing solutions:

clario workbench is an advanced tool used by Decision Intelligence and the customer’s data analysts as the canvas for creating analytic workflows, executing algorithms, performing data manipulations and implementing Decision Intelligence’s proprietary solutions. Workflows enabled by this product allow subscribers to: generate descriptive statistics on customer segments, create file reports and modeling files as well as customer attributes. The product adds value for subscribers by:

  • Providing a cost effective entry for companies seeking internal analytic capabilities without additional software or hardware investments;

  • Offering a quick, less expensive approach to large investments in IT database projects;

  • Utilizing an effective, more efficient approach to extracting value from customer data;

  • Leveraging internal technical skill capabilities

    clario model assists direct marketers in making better circulation decisions. As a complex workflow, it allows analysts to develop and manage more reliable predictive models. clario model has capabilities to produce multiple models to predict customer response, sales, profit, returns, credit, payment and product preference. It offers unique  features that include:

    variable reduction, model selection, model pro-forma, model metadata and a documentation library. 

    The product adds value for subscribers by:

  • Automating multiple model development tasks keeping labor costs low;

  • Incorporating Decision Intelligence’s best practices and precise yielding models to segment customer performance;

  • Organizing modeling projects during development and storing the documentation for future reference

    clario stream creates more accurate contact strategies to improve customer response and help companies get the most from their advertising dollars. Using multiple inputs, clario stream produces a “contact” or “no contact” plan for every customer, program and channel. Its unique features include: revenue cannibalization model, advertising saturation model, customer profit scoring, profit and investment contact streams, and multichannel, multiple-title optimization. The product adds value for subscribers by:

  • Reducing wasteful advertising;

  • Replacing ineffective contact decisions with more productive ones;

  • Assisting in better investment decisions; and

  • Measuring profit gains and ROI with an in-the-mail test.

    www.dii-online.com

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    Roberto Cavalli to spearhead H&M’s latest one-off line

    BY CSA STAFF

    STOCKHOLM, SWEDEN —Some may call H&M a shopping mecca for fashionistas on a budget. And anyone who has shopped there knows that it’s impossible to try on just one item—which explains why most customers walk around with a bundle of clothes over their arms. Yet, when the company introduces guest designers, H&M transforms from a fashion-forward retailer to a mad house with lines out the door and customers in the ‘I-want-it-all’ shopping mode.

    On Nov. 8, H&M will unveil yet another partnership with a luxury designer—Roberto Cavalli. The Roberto Cavalli at H&M Collection will launch in about 200 H&M stores worldwide. The Italian designer has produced a line for men and women unlike anything previously created. “We chose Roberto Cavalli because he is different from all the others [guest designers],” said Jennifer Uglialoro, spokeswoman for H&M.

    Cavalli is know for sensual, glamorous style fit for celebrities, and while working with H&M he was able to embody the essence of his luxury line at mass level. “His style is perfect for this pre-Christmas collection, which is supposed to draw its inspiration from supposed to draw its inspiration from the New Year’s Eve Party of the glitzy young red carpet stars,” added Uglialoro.

    The collection includes 25 women’s wear pieces, 20 men’s wear pieces, lingerie and accessories—all striving to create a dazzling effect for both day and night. For women, the focus is on animal prints and lurex (metallic yarns), making the garments perfect for anyone looking to mimic red carpet style. “I think that customers will be surprised to know that you can purchase high fashion evening wear at H&M prices,” said Uglialoro. On the other hand, the men’s collection features discreet colors like black, midnight blue, brown and white, showing that sexy comes in solids as well.

    In general, Cavalli has a gift for fashioning his work in a way that enhances customers’ physical assets with colorful prints, embellishments and inimitable styles, moving away from the mainstream of everyday basics. The Roberto Cavalli collection represents an exuberant, successful lifestyle, stated Margareta van den Bosch, head of design for H&M. His other collections include Just Cavalli for a young audience, Class Cavalli and the Angels and Devils collection for boys and girls.

    Bringing in designers to work on one-off exclusive collections for H&M is nothing new. The company has been graced by fashion visionaries like Karl Lagerfeld (2004), Stella McCartney (2005) and Viktor & Rolf (2006). “It is a great way of offering our customers something quality and high fashion at the best price,” said Uglialoro. By the looks of the success from past partnerships, it doesn’t appear that H&M will stop introducing new designers anytime soon.

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    Annual sales in Texas grow more than 99 Cents Only

    BY CSA STAFF

    CITY OF COMMERCE, CALIF. —After hitting a tough stretch when it branched into Texas in 2003, the 99 Cents Only chain continued to rebound this fall as it celebrated its 25th anniversary.

    The chain officially commemorated the opening of its first store in Westchester, Calif. on Aug. 9, 1982, with an in-store event that included invitees like Tyra Banks and featured a promotion that sold Apple iPhones for 99 cents to the first nine customers.

    As it celebrates 25 years in business, the 255-store chain also continues to report strong earnings as its store base in Texas stabilizes. For its most recent quarter ended June 30, it reported earnings of $3 million and continued a streak of positive quarters that started in 2006.

    “Although we’re reporting a slight increase in our quarter-over-quarter earnings for the third quarter in a row, we’re not satisfied with these slight improvements,” said 99 Cents Only president Eric Schiffer. “We’re working toward a significant reduction in our operating costs as we continue to grow.”

    It’s also reporting better results in Texas, which is home to 43 outlets and a new smaller-format store. The five stores it opened in Texas during fiscal 2007 averaged 17,800 square feet, compared to 26,400 square feet for its older stores. And the new store it opened in San Antonio in late March produced the best first-day sales results of any store opened so far in the state.

    Texas has been a problem for 99 Cents Only, with stores not performing to expectations because of tougher competition and none of the name recognition it enjoys in its home state of California. And though sales there are improving, they still have a long way to go to achieve sales similar to those in older markets. Annual sales per square foot in Texas stores increased from $110 to $120 for the year, but were well below the $284 per square foot for non-Texas stores.

    After opening just 19 stores in fiscal 2007, 99 Cents Only is planning to expand its store base by about 15% per year through 2010 as it ramps up expansion in its core markets and looks for opportunities in other states.

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