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Patagonia renews agreement with Alliance Data for database marketing

BY Staff Writer

Dallas — Patagonia said Thursday it has renewed its partnership with Epsilon, a subsidiary of Alliance Data Systems Corp., so that Epsilon will continue to provide comprehensive database marketing services designed to give Patagonia a better understanding of customers and improve cross-channel marketing campaign results.

Under the terms of the multiyear renewal agreement, Epsilon will continue to host and manage Patagonia’s customer marketing database, which features millions of records including transactional, contact, product, promotional, email response and web referral information. Epsilon will also provide data hygiene services to help Patagonia consolidate disparate customer data into singular records and increase marketing efficiency.
The Epsilon designed retail solution ties consumer, transactional and promotional data together, providing Patagonia with a complete 360-degree view of the customer. This holistic view of the customer allows Patagonia to effectively target their direct mail and email campaigns with the appropriate message for a given customer based on their preferences and behaviors and then complete a response analysis to monitor the success of campaigns and modify the segmentation if necessary.

"At Patagonia we are obsessed with making the best product and providing the best service for our customers and Epsilon plays a critical role in building and maintaining long term customer relationships," said Ben Stefanski, director of catalog and online sales at Patagonia.

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Dick’s takes a run at new format

BY CSA STAFF

PITTSBURGH — Dick’s Sporting Goods plans to open a new format focused on runners later this summer.

The new concept called True Runner will be located on Walnut Street in an affluent area of Pittsburgh known as Shadyside, the company said. Dick’s offered no additional details on the opening date, store size or product assortment, but it is clear from the limited comments made by a company executive that the store will focus on running enthusiasts.

"We’re excited to announce our new retail model, True Runner, which will outfit local runners with the best running apparel, footwear and equipment," said Joe Schmidt, Dick’s president COO. “In our continued efforts to explore new ways to serve athletes and build upon Dick’s Sporting Goods already deep commitment to the sport in Pittsburgh, we believe that True Runner will provide a top-of-the-line experience to those who enjoy the sport."

The store will offer best-in-class footwear, apparel, accessories and expertise with plans calling for True Runner to employ associates who are running enthusiasts, according to the company. The new concept extends Dick’s affiliation with the running category, especially in its hometown of Pittsburg, where on May 6 the company served as the title sponsor for the Dick’s Sporting Goods Pittsburgh Marathon, an event that drew 25,000 participants.

If the category specific concept format proves viable, it could give the company an additional growth vehicle beyond an extensive network of traditional full line stores and Golf Galaxy stores. The company currently operates 480 Dick’s Sporting Goods stores in 44 states and more than 80 Golf Galaxy stores in 30 states.

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Nordstrom in online collaboration with GQ magazine

BY Staff Writer

Seattle — Nordstrom and GQ, the popular men’s general interest magazine, announced a multimedia strategy designed to integrate GQ editorial into the Nordstrom online shopping experience.

Nordstrom will host an online store and will feature "GQ Selects," a selection of men’s products handpicked from the pages of the magazine by the editors of GQ. Beginning with the July issue, the items will be designated in-book, compiled on GQ.com and available for purchase on NordstromMen.com.

"Our customers look to us for style advice," said David Witman, Nordstrom general merchandise manager of menswear. "Who better to partner with than GQ— the authoritative style experts? As we work to serve men better through our offering and experience, we hope our customers as well as GQ readers will respond well to the multiplatform components of the partnership — in the magazine, online, in Nordstrom stores, and on social channels."

The collaboration is multifaceted, including social components and in-store special events for fall 2012. The arrangement will continue for six months, beginning with the July issue of GQ.

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