Old Navy Uses Q Interactive to Target Plus-Sized Consumers

Share this content:

PHILADELPHIA -- Online marketing services firm Q Interactive spoke to eTail attendees about how personalized and demographic data can be collected and used by retailers like Old Navy.

Q Interactive, Chicago, helps retailers build a database of information such as demographics, behavioral history and transactional data through publisher Web sites like About.com and Meredith Corp. This information can then be used for targeted marketing campaigns by the advertiser.

"Old Navy used segmentation to collect information with maternity and plus sized e-mail promotions," said Gayle Guzzardo, vice president of product management for Q Interactive.

By offering promotions to pregnant and plus-sized consumers, Old Navy was able to increase sales in this department, as well as track popular styles. The e-mail gained more information about plus-sized consumers and in turn contributed to the Old Navy client database.

The Q Interactive platform collects the data and keeps a database of more than 500 data points to identify and engage customers.

Profits from such campaigns are split between the publishing host and the retailer.

But consumer privacy is still respected, to protect the relations between retailers and loyal customer.

"We feel that if a consumer gives their information to receive information about Old Navy, then they want to hear about Old Navy," Ms. Guzzardo said. "We are not going to share that information with other clients."
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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