Lake Group Takes Over Enhanced Federated Retail Buyers File

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Lake Group Media Inc. took over management yesterday of the Federated Department Stores Retail Credit Card Buyers file of about 8.9 million quarterly buyers with transactional data.

"Transactional data was never available on the file before, making it too broad for a lot of mailers to test," said Allison O'Neil, director of consumer sales in list management at Lake Group Media, Rye, NY.

Lake Group expects many catalogers to be able to test the file because of the added selectivity, she said.

In addition, a monthly hotline select that averages about 1.5 million buyers was added.

The file is 60 percent female with an average unit of sale of $60.

Transactional data now selectable on the file includes average purchase size, last purchase total and product selects such as women's apparel, men's apparel, fine jewelry, furniture, boys, girls, kitchen, bed and bath, teen apparel, perfume/cosmetics and tabletop.

Demographic enhancements like age, presence of children, income, mail-order buyer and lifestyle selects are available as well. Enhancements are done by Acxiom Corp.

Federated includes Bloomingdale's, Macy's, Burdine's, Rich's, Lazarus, Goldsmith's and Bon Marche.

The base price is $85 per thousand.


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