Sur La Table looks to database, e-marketing for growth

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Kitchenware retailer Sur La Table has chosen Pluris Marketing to build the store's new marketing database and assist with data integration and analytics.

Pluris will help the multichannel kitchen store with data integration and analytics on customer information gleaned from search, e-mail, catalog, e-commerce, mobile and social media. The idea is for Sur La Table to better understand its customers, predict shopping trends and optimize its marketing spend by creating the most relevant marketing offers for customers across channels. Sur La Table chose Pluris for the work based on its experience in retail, analytics capabilities and ability to combine multiple data sources.

“Pluris showed us that [it] would provide technological superiority, backed by years of retail expertise, to consolidate our customer data across our many marketing channels quickly and efficiently,” said Will Schoentrup, VP of information technology for Sur La Table, in a statement. “We now have a flexible enterprise reporting solution and analytic infrastructure to support more sophisticated marketing strategies across channels as we further engage our customers.”

Sur La Table serves customers through its 74 bricks-and-mortar stores, catalog, gift registry, Web site, Facebook page and cooking class programs. In May, it released plans to open two new retail locations on the West coast. The Pluris platform will enable Sur La Table to attribute each transaction to a particular marketing medium and will help the retailer organize the different media preferences of its customers.

In a hint of further growth plans, Sur La Table also recently signed Mercent's MercentRetail marketing platform, which provides online channel management.

“Given an increasingly competitive retail environment, we knew we needed to elevate our online channel outreach for sales success,” explained Sue Ghilarducci, director of marketing, Sur la Table, in a statement.


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