Lane Bryant Sizes Up Online Marketing

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PHILADELPHIA -- Charming Shoppes has turned to interactive agency NetPlus Marketing, Conshohocken, PA, to study consumer behavior and target customers for its plus-sized retail brand Lane Bryant.

The company began using NetPlus's behavioral marketing program more than two years ago and has seen a large increase in sales and conversions.

The Milford, OH-based retailer reports that since the program was launched, it has seen more than a 4,000 percent increase in online revenue, as well as conversion rates as high as 200 percent. NetPlus attributes this to targeting behavior.

"Behavioral targeting is ideal for retailers, because it lets them push the envelope," said Denise Zimmerman, president and chief strategic officer at NetPlus Marketing.

"It's like an online version of a salesperson in a store who watches customers shop and then runs after them before they leave the store to close the transaction," she said.

The NetPlus software studies consumer behavior in a number of ways. First it observes behavior on lanebryant.com and then uses personalized types of messaging to target consumers and bring them to the right landing page.

For example, if a known customer was shopping for a red blouse and then leaves the site, she will receive a message about red blouses in stock with an offer for a small discount with purchase.

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