Urban Outfitters signs Merkle for data and analytics

Share this content:
Multichannel apparel merchant Urban Outfitters Inc. has selected database marketing agency Merkle Inc. to manage data, analytics, strategy and build a comprehensive custom-built database infrastructure called a Knowledge Center for executing multi-channel marketing programs in the US. The deal encompasses all of the company's retail brands, which include Urban Outfitters, Anthropologie and Free People.

“We see a trend in the retail space of going away from really basic data processing to taking CRM more seriously,” said Scott Cone, SVP and client team lead at Merkle. This is particularly true for any brand that has “a high engagement factor,” such as fashion apparel brands, and an opportunity to engage with customers in store, online and via a catalog, he continued.

From Urban Outfitters' perspective, the move will enable it to promote its brands more consistently to customers.
“In selecting Merkle, we are taking a new approach to consistently promote each of our brands to customers in a unique way, while also gaining critical intelligence regarding consumer buying behavior across a complex array of channels and marketing programs,” said Calvin Hollinger, chief information officer at Urban Outfitters, in a statement.

Retailers such as Urban Outfitters are increasingly making a commitment to integrated database marketing because they see “the possibilities to improve their marketing, services and relationships with customers,” Cone said.

The marketplace will begin to see the results of the retail industry's increased focus on CRM over the next 12 tp 24 months, Cone predicted. It will be evident in revamped loyalty programs that target customers in different markets, for example. Right now, “people are adding capabilities and testing a lot of things,” he noted.

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

Relive the 2017 Marketing Hall of Femme

Click the image above