Lord & Taylor signs Harte-Hanks for database marketing

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Lord & Taylor has selected Harte-Hank's Allink Enhanced database marketing service to help it engage more personally with its customers and improve on customer acquisition and retention practices.

The upscale specialty department store chain's marketing programs need an infusion of new energy and a stronger focus on engaging more personally with customers, according to Lord & Taylor. Ultimately, with increased customer insight, the retailer expects to target and engage customers more efficiently and effectively, resulting in improved marketing and business performance.

The hosted Allink Enhanced solution from Harte-Hanks, Billerica, MA, integrates marketing strategy and analytics. It will serve as the foundation for all of Lord & Taylor's customer communications efforts going forward.

By integrating the multichannel merchant's customer data across channels and providing a complete view of customers, Lord & Taylor can better understand customer behavior across channels, enable personalized, targeted communications, engage in more effective, long-term customer dialogues, efficiently share information within the company and measure the results of marketing efforts.

Lord & Taylor, New York, will measure return on investment and program success based on circulation, revenue, response rates and other marketing benchmarks.

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