Gottschalks initiates multichannel marketing strategy

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.