E-Dialog Walks Away With Foot Locker Business

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Footwear retailer Foot Locker Inc. tapped online marketing services firm e-Dialog's new precision transaction messaging feature for marketing in sales confirmation e-mails.

The new platform is aimed to let marketers sell to customers after a sale has occurred by e-mailing additional product information and promotions during the confirmation process.

"Before Foot Locker was using a plain text, do-not-reply confirmation e-mail," said John Rizzi, CEO of e-Dialog, Boston. "But now they are sending pictures and graphics to attract more sales."

Foot Locker, New York, now is able to attract users back to its site at www.footlocker.com and track user behavior and clickthrough rates.

The transactional messaging product lets marketers like Foot Locker and fellow e-Dialog user BMG Music Service combine transactional and marketing e-mails under the same messaging infrastructure.

The e-Dialog allows users to offer confirmation of delivery, give product updates and warranty information as well as alert customers on their subscription status.

Delivery, tracking, measurement, HTML branding and customized messages are additional features of e-Dialog's new service.

"Confirmation e-mails are a good place to build the brand and a loyalty relationship with customers," Mr. Rizzi said. "The e-mails are more attractive and entice customers."

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