Old Navy Uses Q Interactive to Target Plus-Sized Consumers

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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."

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