Tower Records Picks BeNOW

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BeNOW, Wakefield, MA, a database marketing services provider, said yesterday that Tower Records, West Sacramento, CA, began instituting its MVP technology solution to better determine Tower's core customers.


Tower owns and operates 89 stores nationwide, with another 130 run by licensees in nine countries. The company opened one of the first Internet music stores on America Online in June 1995 and followed a year later with the launch of Tower.com.


Working with BeNOW, Tower Records will gather and consolidate customer information into a multichannel marketing database that will allow more targeted communications and build customer relationships.


Tower will be able to tailor its direct marketing more easily, supported by advanced reporting, analytics and execution applications, and based on refined customer profiles as determined through BeNOW's technology.


This approach also will encourage customers to experience all of Tower Records' sales channels, either online or in-store, through customized recommendations and customer-focused merchandising.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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