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."
Loading links....
close

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 »

DMN's 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