Hanesbrands picks MBS for DM services

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Hanesbrands Inc. has chosen MBS, a database and interactive marketing solutions provider, to provide direct marketing services for the company's direct-to-consumer operations, including strategic services, data warehousing, marketing automation, analytics, merge/purge processing and interactive marketing.

Hanesbrands operates three catalogs: One Hanes Place, Just My Size and Champion, four e-commerce Web Sites and 200 outlet stores.

In addition, the Winston Salem, NC-based company manages 12 content sites including sites supporting its L'eggs, Playtex and Bali brands.

Central Islip, NY-based MBS said Hanesbrands would use its customized marketing database solution, Klondike. The software is design to understand retailers' customers and their purchase patterns across brands and channels.

Klondike features modules for data mining, campaign management and advanced reporting, as well as best-of-breed analytical and data visualization tools. Klondike's integration with MBS' e-mail engine provides links online and offline.

MBS is a division of Dallas-based World Marketing, a privately held direct marketing at eight locations nationwide.

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