Escalate Retail tracking well after merger: Exec at

Share this content:

NEW YORK - Escalate Retail was on hand at's annual summit this week, seven weeks after its birth from a merger between GERS Retail Systems and Ecometry Corp.

The two firms merged together to offer their customers the combined benefits of Ecometry's merchandising and retail system and GERS' e-commerce and loyalty platforms.

"We feel that it is coming together very well," said Phil Kenney, vice president of marketing at Escalate Retail. "Our main focus with the new partnership is to drive profit for retailers."

Escalate Retail has kept two respective headquarters - GERS in San Diego and Ecometry in Del Ray Beach, FL - but the two systems have been streamlined and integrated.

One new agenda from this integration is encouraging retailers to use the online tools to apply traditional offline marketing tactics.

A tactic, for instance, is looking at customers based on location, and marketing specific colors and style to specific consumers based on that demographic data.

One client which has found the partnership useful is youth retailer Hot Topic, which was customer of both GERS and Ecometry before the merger. Since the integration, Hot Topic has experienced an easy transition and is already using both ends of the business, Mr. Kenney said.

Mergers like this are common these days, and may even be inevitable for the many e-commerce software firms out there if they have to survive.

"There are a lot of software companies with compelling solutions that don't have the capital to drive into the market," Mr. Kenney said. "Combining massive resources and innovative technology really makes it work."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above