WearGuard-Crest Selects Unica's Affinium

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WearGuard-Crest, a division of Aramark Uniform and Career Apparel, said yesterday that it had selected Unica Corp.'s Affinium software to improve its business-to-business marketing.


Unica, Lincoln, MA, will provide WearGuard-Crest with technology for multi-channel marketing initiatives that will help to integrate catalog, e-mail and Web communications with outbound telephone calling.


WearGuard-Crest, Norwell, MA, plans to use Affinium's marketing software to create targeted, optimized campaigns, which it hopes will establish long-term, profitable customer relationships and increase revenue and profitability. WearGuard-Crest said it also will use Affinium's data mining and e-marketing capabilities to create, execute and track personalized, permission-based email campaigns to a variety of customer segments.


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