Gottschalks initiates multichannel marketing strategy

In an effort to drive top-line performance, department store chain Gottschalks is implementing a new multichannel marketing strategy to gain a better understanding of its customers, and improve the execution and measurement of its marketing efforts.

Working with direct and targeted marketing company Harte-Hanks, Gottschalks will install a new database marketing solution and e-mail marketing platform, as well as a range of services, including strategic planning, data consolidation, loyalty and retention program developments and behavioral analytics.

Fresno, CA-based Gottschalks, which operates 59 department stores and four specialty stores in several Western states, expects the new marketing initiative "will help grow, support and improve our reporting and automating process, maximize our communication channel efficiencies and increase our campaign velocity, as well as hone our campaign measurement," said Tricia Bowlby, VP of marketing at Gottschalks, in a statement.

In addition, the multichannel retailer expects to be able to drive multichannel retention and cross-sell and up-sell efforts. The retailer also operates an e-commerce Web site, www.gottschalks.com.

Harte-Hanks, San Antonio, TX, will begin its work with Gottschalks by standardizing and consolidating Gottschalks' customer data into the Allink Advantage database. Data capture on the front and back end of marketing campaigns will enhance Gottschalks' ability to execute and measure marketing activities and deliver improved visibility into customer trends and segments than was previously possible.