Duluth Trading taps Donnelley Marketing

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Donnelley Marketing, a division of InfoGroup, has won list processing duties for multichannel retailer Duluth Trading Company.

Duluth Trading Co., which sells workwear, tools, games and other “tradesmen” goods, chose Donnelley from a group of five serious contenders to handle its list rental fulfillment and all acquisition mailings, as well as house file hygiene and merge/purge duties. Donnelley also offers data, data services, database management, list brokerage, list management and e-mail retention services, all of which are expected to contribute to Duluth Trading's ongoing growth. The list company is replacing a previous third-party list processing provider.

“We were impressed with the team at Donnelley, and they have some things they can bring to bear as part of the infoUSA group,” explained Jim Burke, director of direct marketing for Duluth Trading Company. “We were just looking for some fresh thinking and were impressed with size of their operation and client base. We thought that Donnelley could bring some new ways of looking at things to our business.”

“Through the InfoGroup organization, Donnelley Marketing has access to incredible data, data processes and data products,” added Kelly Loontjer, director of external communications for InfoGroup, in an e-mail to DMNews. “We also have reach and relationships within the direct marketing community. This combination proves powerful in developing creative solutions for Duluth Trading.”

Burke said that over the next six months he hopes that Duluth can start using other Donnelley capabilities to optimize its file, which contains more than 1.5 million buyers.

“We're a fairly good-sized company but not the largest, so we haven't always had the resources to test everything we'd like,” Burke noted. “We really are looking for Donnelly to help us prioritize and test things we haven't done.”

The retailer still uses catalogs for a large portion of its prospecting efforts but makes about half of its sales through its Web site, with the others going through call center or catalog. Duluth launched a women's catalog in 2005.

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